If you need to advertise your business or website online and if you need instant visibility, PPC (Pay per Click) is the best option. However, PPC can get very expensive if not setup or monitored effectively. It’s very easy to waste money with PPC and since many 3rd Party Providers charge a percentage of the amount you spend as a fee, the more you spend, the more money they will make. So, here are some tips on how to outsource PPC:
1. Keyword Research: Make sure that the outsourced company does thorough keyword research. This is the most essential initial step because choosing the wrong set of terms means you will start wasting money from the beginning. The PPC Company should be able to find niche terms that do not have a lot of competition. Ask them what tools they use to find niche terms. (Wordtracker.com is one of the best)
2. Analytics: Make sure that they install analytics on your site and are willing to share the data with you. Some PPC management companies use proxies and their own internal solutions to track traffic and stats. This is not a good idea since you lose all data as soon as you stop working with them. Data in PPC is very important. Testing is the only way to find which terms work for you and convert.Also, make sure that they implement necessary codes to track your conversions. If your ultimate conversion is a form submission or an online order, you must be able to capture that information and dig deep into analytics to see which terms are bringing in conversions.
3. Landing Pages: This is one of the most important factors. You better have a very good looking landing page which is user friendly and with all the right calls to action or you will be wasting a lot of money. Subsequently, make sure that the company you hire is able to design converting landing pages and has designers in-house.
4. Testing: Without the proper analysis and testing of data, you cannot optimize performance and ROI. Therefore, make sure that the company does split testing and multi-variant testing on your landing pages as well as your Ad copy.
5. Ad Copy: Google and users both love relevance. If I search for “Yoga Mats” on Google, I do not want to see “Yoga Ball” in an ad. Therefore, make sure that they create relevant ad copy for your ad groups.
6. Match Type: The same approach also applies here. Ask them what “Match Type” they use. Unless the client has millions of dollars as a budget, nobody should use “Broad” match. It’s simply a waste of money. It means your ads will show up for all combinations of a keyword. So make sure that exact matches are the rule for your keyword universe for PPC.
7. ROI: Make sure that they can calculate your ROI and show you increased performance. If they’re not able to show you increase in leads, they should be able to show you increase in stats such as “Average Time on Site”, “Average Pages per Visit” and “Bounce Rate.”
8. Contract: Do not sign a contract to outsource your PPC. There’s absolutely no need for that since PPC is ideally a short-term investment.
9. Price: You cannot do PPC for $100 a month; it will do nothing for you. Be prepared to spend a minimum of $500 per month. Make sure that the company you hire is realistic.
Of course, should you need any assistance, we are here to help. Click here to contact us for a no obligation consultation.
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