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A Guide to Pay-Per-Click Management

With the boom in technology over recent years, the society we live in has become increasingly driven by the digital realm. From our modes of communication to the ways we receive content, our daily lives have drastically changed because of digital technology. Thus, a business must be able to adapt in order to not only survive but also to succeed. Digital innovation has changed every aspect of business, from operations to management, and companies are doing everything they can to keep abreast of the ever-evolving landscape. According to survey results from Coleman Parkes Research, 82 percent of respondents have adopted digital technologies to redefine their businesses. Companies today must have a deep understanding and a firm grasp on digital technology in order to utilize and leverage it to their advantage.

One of the aspects of business that has changed significantly because of these innovations is marketing. Marketing has been around for a long time and is simply defined as the act of persuasion. However, all of that has evolved together with the digital world. Today, our access to people has greatly increased, and connecting with them has never been easier. But the competition has also become tougher than ever. In this time of digital transformation, every business’ goal is to disrupt the competition, instead of being the one disrupted.

Traditional marketing strategies, while still effective to a degree, are no longer as potent, used alone.  The customer’s buying journey has changed, and companies must transform to meet the needs and buying habits of their market. Marketing techniques are constantly changing. Practices that worked as recently as five years ago may no longer be the most effective. Marketers need to quickly keep up, adapt, and become more innovative than ever.

Reaching a wider audience with paid advertising

Building a website for your business is the first step to introducing your brand to the online world and making the shift to digital. However, building a well-designed and informative website is only half the battle. If nobody visits your site, all the effort you put on it will go to waste.

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Traditional media advertising is what businesses used to do to solve the problem of a lack of customers and visitors. Through newspapers, radio, and television, companies targeted their market through paid ads and commercials. With the advent and dominance of digital marketing, paid advertising is a lot more precise and effective. Companies now have the power to find and target people according to their interests, lifestyle, and even their browsing history. Capturing the attention of your target market has never been easier with digital marketing.

One way to catch the eye of your target market is through pay-per-click (PPC) advertising. This is a type of online marketing where you strategically place ads online and only pay a fee only when the ad is clicked by a visitor. Simply put, this is an online strategy of buying visits to your website instead of having to attract them to your site organically. PPC can apply to paid ads on social media sites such as Facebook, Twitter, Instagram, and Linkedin.

Is PPC right for your business?

As a business owner, it can be extremely frustrating to see your competitors showing up on the first pages of search engines, while your business is sitting and collecting dust on bottom pages – these days, the average searcher won’t look past the first five listings that their search pulls up. The only difference between your business site and your competitors’ is that they are investing in effective digital strategies that get them on the first few pages of Google or other search engines. They are aware of the power of digital marketing to attract and convert new customers, and they are using it to their advantage.

As a business owner, navigating the world of digital marketing can be confusing and frustrating. You know you need a digital marketing strategy but it can be intimidating to start. But one thing is for sure: no matter what size or the current status of your business, it will undoubtedly benefit from a PPC campaign as long as you know your target market and you find the right people to help you make every cent you spend on PPC worth it.

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Should you hire a professional?

Pay-per-click advertising is a fairly complex form of digital strategy. PPC campaigns aim to generate website traffic, improve branding, and bring sales, but these campaigns are most effective when handled by expert PPC managers who have the skill and know-how to give you your money’s worth. PPC management is the process of overseeing and managing a company’s PPC campaign, strategy, and ad spend.

Businesses that are new to online advertising, companies that don’t have in-house marketing and advertising teams, and businesses that can’t afford the expensive database and software systems that are needed for PPC will all benefit from hiring PPC management firms.

Investing in pay-per-click advertising is more than just finding strategic places online where your business’ ads will generate clicks. It involves complex processes and several interconnected strategies such as market study, keyword analysis, channel strategy, monitoring of search reports, and more. Aside from these tasks, having a PPC expert by your side while growing your business means that you will constantly get useful recommendations to improve your website to make it more engaging and to help you gain conversions. Moreover, their experience with other clients will help them quickly know the best way to incorporate PPC into your digital marketing efforts, as well as which strategies will work best for your needs.

Choosing a PPC management firm for your business

While hiring a PPC management firm will be an added expense for your business, keep in mind that the returns will be well worth the investment. However, you also need to take your time in searching for the right PPC management firm for your business.

Here are the top qualities you need to look for a company before entrusting them with your business’s digital campaigns.

  • Past successful campaigns
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PPC management involves discovering and targeting specific keywords, monitoring search reports, and keeping an eye on competitor’s strategies. Hiring an inexperienced PPC management firm could end up costing you money without benefitting your bottom line. Make sure to choose PPC specialists that have relevant experience and proven track records of past successful campaigns.

  • Knowledge of new features

Search engines such as Google and Bing regularly update their features. It is extremely important to hire a PPC specialist who is updated and familiar with new features and recent updates. You don’t want to pay for outdated and ineffective campaigns, do you?

  • Proactive and provides feedback and updates

A professional and experienced group of PPC specialists should constantly provide you with reports about your ongoing campaigns. In order to maximize your spending on hiring PPC specialists, they should be able to help you understand the concept of PPC and let you cooperate and contribute to the success of the campaigns. Choose a group of PPC specialists with whom you are comfortable enough to ask questions, request feedback, and seek updates.

The digital age has brought about many major changes to the key ways that businesses operate. In order to stay relevant and undisrupted by your competitors’ strategies, invest ineffective channels of digital marketing, such as PPC campaigns. Moreover, I strongly consider hiring specialists to help you set up and maintain an efficient digital campaign that will yield maximum results with minimal expense.


Dan Smink is the founder of C1 Partners, a Denver SEO company that helps small to medium enterprises with their digital marketing strategy. Dan comes from a background of 20 years in business leadership and has a track record of helping businesses achieve million-dollar revenue values. He is an active community leader and contributor to Forbes.com’s Agency Council spreading the word on how digital strategies can make a positive impact on today’s businesses.
You may connect with him on LinkedIn.  

A Guide to Pay-Per-Click Management

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