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6 Warning Signs Your Business Needs a PPC Expert

Zack Hanebrink
Zack Hanebrink 06 February 2018

Are your PPC efforts humming along, or sputtering out of control?

Are you paying 2 times, 3 times or even 4 times per click compared to your competitors?

Do you even know? PPC platforms like Adwords are easy to set up. But they're not so easy to master -- even for the tech savvy like you.

If you aren't working with a PPC expert, it's hard to recognize just how much you're overpaying for sub-par results.

We've got the warning signs you need to recognize. Let's take a look!

How To Know You Need A PPC Expert

1) Adwords Keyword Planner Is the Extent of Your Keyword Research

Adwords free keyword planner is a great tool. It helps you understand how competitive various keywords are. It makes 100+ suggestions for more keywords as if simply having a ton of keywords will cause people to click on your ads.

It all seems helpful but it only scratches the surface of what keyword planning is all about. And, ultimately, it's a tool designed to make Google more money in ad revenues, not help you have a successful campaign.

A PPC expert understands the importance of keyword research. They use many tools and spend hours planning just this tiny piece of your overall campaign.

That kind of focus and experience can go a long way toward helping you have a successful PPC campaign.

2) Your Ads Are Pointed Toward Your Homepage

This is just the tip of the iceberg and one huge mistake that the PPC expert sees people making again and again. Are you making this rookie mistake?

Each set of ads should have a clear objective. It should offer a clear single reason for someone to click.

Imagine you're the customer.

You put a query into the search box. This ad pops up that offers a special offer on just what you're looking for. You click it.

Easy peasy. You're ready to buy.

Then it takes you to a generic home page. You don't even see the offer on the page. Or that offer is one of many.

You already had your mind made up. But now you have other options to consider. You have a bout of choice paralysis. And now you're going to have to "think about it".

This isn't how a customer's journey should go.

A PPC expert knows how to create a seamless customer experience from query to click to purchase. They know how to optimize landing pages to get results.

3) Your Conversion Rate Is a Fraction of a Percentage

When PPC is done right, it converts -- plain and simple.

Those clicks aren't cheap. Low conversion rates cost you money. Even if your conversion is so-so, the higher your conversion rate the better your ROI.

A PPC expert can look at your existing campaigns and do the research needed to make it better.

Your ad copy may be subtly misleading. It may encourage quick clicks that people regret when they get to your site.

You could be inadvertently targeting a low intention -- or no intention -- audience.

Customers may find it difficult to navigate your site once they arrive. Fix it to earn those conversions.

A PPC expert can evaluate everything. They can make sure you send the right message to the right people at the right time to get results.

4) You "Think" You've Done a Competitor Analysis

The old days of trying to do a competitor analysis manually are gone. A PPC expert has tools that help them dig deeper than you ever could without.

It takes the guesswork out of your competition's strategies and shines a light on exactly how they're getting results.

While we'd love if everyone had access to these kinds of tools, there are some really important reasons that the average business doesn't.

They're often cost prohibitive. These powerful tools cost money that makes sense for someone who manages PPC for multiple clients. But it's hard to make it worth it for just one or two businesses.

More is usually better. All of these tools have strengths and weaknesses. To optimize PPC and conversion rates, a PPC expert will invest in several of these trusted tools.

For those of you in SaaS, you know what we're talking about.

Finally, these tools are most often used by people with an advanced understanding of SEO, PPC, CRO, CPC, etc. Because of it, the user interface is often intended for experts. In other words, many of them aren't very user-friendly.

5) You Just Run the Same Old Campaigns Again and Again

Adwords alone has thousands of settings. Chances are you only know about a handful -- and use fewer than that.

It's nothing to be ashamed about. It's human nature. When something is as complex and multi-faceted like PPC, people tend to learn some of the core settings and then never expand out from there.

But a PPC expert can help you develop a comprehensive strategy that leverages these advanced settings to maximize results.

6) You Think Your Quality Score Doesn't Matter If You're Still Earning Clicks

What is a quality score? In PPC platforms like Google Adwords, your quality score determines how often you appear in searches. It establishes what position you're given when you do show up.

It can also significantly impact you CPC (cost per click). Google can increase your cost by as much as 400%.

Smaller more targeted ad groups that create a seamless customer journey among other factors will earn higher quality scores. If you're not paying attention to these, you're losing money.

Google combines your campaign data with machine learning to determine your quality scores. They matter. They should be reviewed and managed.

If it's low, your campaign will be dead in the water. An expert knows how to get that ship moving again.

When to Get a PPC Expert

If any of these warning signs describe your business, it's time to work with an expert. Get a real competitor analysis with the right tools. Optimize the visitor's journey through your landing page.

Manage your quality score.

Don't try to navigate PPC alone. It will cost you. We can help. To find out more, contact us now.