Is your paid search strategy no longer producing the results it used to? Are you having trouble scaling your account to fit the growing needs of your business? Does your team have difficulty finding the time to really dive into the data your program is collecting for those deep-level insights?
Many companies try to handle everything in-house to save money, but it’s not always the most efficient or profitable option. Partnering with a PPC agency may be the solution to improving your paid search performance. A strategic PPC partner can help you grow your business dramatically which may outweigh the added fees of bringing experts on board.
Outsourcing the day-to-day management of your PPC account to the right partner opens the door to better data management, more comprehensive analytics tools, and invaluable industry know-how. If your brand is outgrowing the DIY approach, now could be the time to bring a PPC agency on board. If you're on the fence and you need an extra push for your team to take that next step. There are several strong reasons paid search may best be left to the specialists.
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.” – Red Adair
1. You’re Dealing with Data Nerds
Having massive amounts of data does you no good if you can’t spend the time analyzing it with an expert eye. Data may seem simple to collect, but someone needs to determine how it can guide business decisions and improve PPC performance. Rather than opting for a trial and error approach, it may make sense to lean on expert know-how so your paid search campaigns spend more efficiently.
PPC specialists eat, sleep, and breathe data (nom). And, aggregating, connecting, implementing – as well as analyzing – your data are crucial steps in the process to make more informed optimizations. Data tells a story, and picking out the points that matter and properly analyzing them leads to better reports and actionable insights.
For instance, here at Adlucent, our team helps clients take advantage of first- and third-party data to boost PPC performance. Recognizing top-performing products for brand terms and the categories that entice new customers puts brands ahead of competitors, as you analyze across channels to uncover deeper opportunities for conversions. For instance, our team worked with one client who didn’t realize their audience was so active on social media. Our data analysis led us to encourage a move to paid social advertising that resulted in 25% total digital revenue increase YoY up from 12% the year prior.
“The goal is to turn data into information, and information into insight.”
– Carly Fiorina
2. We Got the Goods
A paid search agency has access to the right tools to help your company uncover valuable insights from your data. The team at Adlucent leans on our award-winning Deep Search™ technology, a bid management, digital, and retail analytics platform, to complement search engines’ analytics tools and delve into cross-channel data to make the most of PPC efforts.
As a premier partner with both Google and Microsoft, Adlucent (and other PPC partner agencies) are seen by these platforms as the experts in the business. With this recognition, we are given many opportunities and responsibilities to help the search engine companies further develop their ad offerings and fine-tune their latest products. So, we get early access to search partner beta products to test out with our clients before they roll them out to everyone.
As an agency client, you’ll get insider access to industry information that gives your company an edge over the competition. A PPC agency partner will be the first to know about all updates within Google and Microsoft. They’ll also have dedicated search engine agency representatives who help to further optimize every account.
“If you build it...you may still need Google Adwords.” – Jennifer Mesenbrink
3. Your PPC Cleanup Crew
Of course, it’s better to set things up correctly from the get-go, but this isn’t always how it happens. Maybe the account has changed hands a lot, or trying different methods has resulted in a slew of mixed-theme ad groups, duplicates, and old, inactive ads. That’s a valuable time to get an agency involved to get your PPC situation sorted out.
There are several aspects of a PPC account that can be updated to improve performance, including:
Inefficient budgeting and poor keyword optimization
Poor budgeting and keywords within your ad groups can reduce clickthrough, which, in turn, exhausts your budget quickly. As a result, expensive quality keywords show up less often because you’ve used your budget on keywords that are not efficient. Determining worthwhile keywords to make your budget go further will improve ROI.
Poor quality scores impact how often your ads are shown and how much you pay for each click. You can improve quality score through the use of relevant keywords, higher landing page quality, and persuasive ad copy. Including a mix of longer-tail keywords in ad groups like "red short casual dress" can also help since too many short-tail keywords like "red dress" can cause your quality score to plummet.
Mixed theme ad groups
Ad groups with “tight” themes and targeted keywords will improve the performance of a PPC account compared to broad keywords with mixed themes. Tightly-themed ad groups contain several closely-related keywords instead of a wider variety of terms.
A large number of outdated ads
For organizational reasons, it is best to clean out any outdated ads that are not live. It can be challenging to sort through your data with ad groups that contain a lot of unused ads.
Regularly evaluating an account structure allows for simpler optimization, maximizes ad exposure, and makes reporting of data much easier. By working with a variety of clients from diverse industries, a PPC agency can identify the key areas for improvement.
“A good system shortens the road to the goal.” – Orison Swett Marden
4. We’re Marketing Industry Mavens
A team of PPC experts will offer an understanding of a diverse array of industries, both B2C and B2B, and will know how to perform comprehensive market and competitor research. You’ll benefit from years of experience in choosing the best keywords and match types for each campaign to come out on top.
Specialists know that a solid account structure paves the way for PPC success, allowing for improved user experience and offering the best data to make informed optimizations across the account. PPC partners also know how to remain agile in this industry overcome all of the new hurdles that the consumers and partners throw your way. With the right partner, you’ll be able to connect your paid search strategy across all other aspects of your digital advertising and business for a seamless, integrated marketing strategy.
“The only source of knowledge is experience.” – Albert Einstein
Between data expertise, proprietary technology, industry insider knowledge, and deeper account structure experience, there are plenty of reasons to work with a PPC agency to improve your digital marketing performance. You can stay involved in the process while simultaneously allowing your team to focus on other aspects of your business to grow to your full potential. If you are considering working with a paid search agency, Adlucent helps you implement integrated strategies to achieve measurable results for your brand. Learn more about our paid search strategy, and get in touch to see how we can work together for PPC success.