How a PPC specialist can help you grow your business
PPC can be highly beneficial for expanding your customer outreach, engaging with your target audience and growing your business. However, unlike SEO, it requires you to first invest some of your money into an ad campaign before you’re likely to see an ROI. That’s why, if there are any elements of PPC you’re unsure of, we’d recommend consulting a PPC specialist, whose job it is to bring you the best return on your investments through effective ad campaigns and an established brand identity.
What is a PPC specialist?
What Can Improve the Success of a PPC Campaign?Here at Embryo, we have a whole team of PPC experts who make use of innovative in-house tools to delve deeper, find new data, challenge ideas and make a real change in how your website shows up.
A Pay-per-click specialist should have expertise and experience with PPC platforms such as Google Ads, Instagram Ads or LinkedIn Ads – to name just a few. Using technical knowledge and analytical skills, a specialist can help you maximise conversion rates with minimum expenditure.
I asked Chelsea Powell, PPC Account Manager, what she likes about being a PPC specialist:
“I like that I can find an answer for virtually anything with the data within an account.
I can almost always find some new thread to pull, some new test to deploy, or see the positive impact of a change I made.
It’s very rewarding seeing a strategy or approach paying off & getting new ideas based on what has been working.”
What could a PPC specialist do for your business?
Through an assessment of your current web analytics and UX, (user experience), a PPC specialist can analyse data from your website in order to improve your ad campaigns and outreach, or to implement more effective ads so that your product or service is reaching the people you want it to, and generating more lead to customer conversions.
They’ll do this by carrying out keyword research, intervening directly with the types of ads you run to build up your site’s traffic, making sure your website is up to date with current PPC trends, and enhancing your landing page so that when a lead does click through to your website they have a compelling reason to stay.
Starting with keyword research:
When you select which keywords to use to drum up interest in your website and your product or service, you enter into a bid in order to claim priority keywords. The more in-demand the keyword is, usually the more expensive it is. That’s why it’s important for your PPC specialist to run keyword research. This will help them understand which terms are integral to your branding and to what you offer, the search volumes these terms generate, and how they can help your website stand out in order to boost your rankings.
Advising on your adverts:
A large element of PPC is about how you can make the most of your ad budget by triggering the right ads at the right times with the most beneficial content and directed towards the most likely buyer demographic. A specialist should be able to produce ads with high ranking headlines and copy, with optimised images and the correct metadata and description that work in harmony with a successful SEO strategy.
One of the ways a PPC expert can best tailor their skills to your company is by running ad tests to check for keyword matches, and to find out when your ads are receiving the most impressions. With this knowledge they’ll be able to implement various PPC strategies such as adding extensions to make it easier for users to get in touch with you, or tweaking exclusion settings in certain programs so that you’re not wasting your money on ads that only show when your customer demographic is asleep.
Tracking trends:
Google Ads has a lot of automated bidding settings to help with your PPC campaigns and you can set limits on things like your ad delivery options to determine whether Google spreads your budget throughout the day or uses it up quickly depending on which will boost the maximum engagement. Needless to say, Google will most likely always be one step ahead.
However, part of a specialist’s job is to be aware of changing trends and the latest PPC practices so that they can make the most efficient and productive use of Google Ads’ features. This goes beyond web analytics to SEO to include customer research, knowledge of social trends and other PPC platforms, and being aware of the impact of PPC automation (things like the use of AI to optimise budgets or generate the best headlines) so that you can work with Google’s tools and services in order to be where your customers are.
I asked Senior PPC Executive at Embryo, Olly Breheny, how important it is to keep up with PPC trends:
“It’s absolutely essential, or you’re going to be left behind.
Understanding and adapting to changes like the rollout of Performance Max, Consent Mode v2, Enhanced Conversions, Demand Gen…
All of these are updates that have changed how the day-to-day of PPC works, and the sooner a PPCer can adapt, the sooner they’ll reap the rewards.
Keeping up is essential, but keeping ahead is how we actually succeed.”
Livening up your landing page:
Once your specialist has optimised your ads for maximum conversions and ROI, your site visitors need a reason to stay in order to complete the lead generation process that will transform them into paying (loyal) customers. This is usually where the commitment to buy, or at least to move forward in their buyer’s journey, is made. That’s why it’s incredibly important that your landing page is appealing and accessible, and that you have a clearly visible CTA (call to action), like this one, that will take you to our contact form, so that your lead can transition seamlessly into the next stage of their buying journey with you.
FAQs
Answered by Tom McGuigan
Is PPC only beneficial for certain types of business?
There are businesses which may benefit more from PPC, particularly in the E-comm space. However, if a business has the correct budget for the industry they are operating in and a specific USP or goal, then there’s always an opportunity to gain from PPC campaigns.
Is PPC ad spending determined by certain factors?
Budgets highly depend on the industry, and being able to compete with those at the top of the PPC search for your keywords. PPC budgets also need to be relevant to your average product price, to ensure that you aren’t wasting money on customers still on their messy middle journey.
Will a PPC specialist advise me on a spending budget?
Yes, a PPC specialist can help advise on your PPC budget. Using third-party tools and current data, an estimation can be made on what spending will align with your goals and targets.
How will a PPC specialist understand my audience?
Tools within PPC campaign platforms give good insights into your audience type, where your ads are clicked on, what kind of devices are used etc. For a business who is new to PPC, this will be based on internal company data first, and as the campaign develops, more accurate data can then be collected.
Deeper Insights:
- PPC Top Tips for Maximum Engagement
- PPC Bidding Basics
- How to run successful PPC ads in the jewellery industry…in 7 steps
