In digital marketing, pay-per-click (PPC) advertising has proven to be an effective way for businesses to drive traffic and generate leads.
A recent Clutch.co survey revealed that around 45% of small businesses use PPC advertising, while 86% pair this with their SEO efforts.
However, managing PPC campaigns can be time- and resource-consuming on a company’s part. From curating attractive posts to monitoring campaigns, organizations invest heavily in these efforts to make them work.
PPC outsourcing is a good way to lighten this function while guaranteeing high returns on their campaigns.
What is PPC?
Pay-per-click (PPC) is a model where advertisers pay a fee each time their ad is clicked. It is a way to buy visits to your website rather than relying on organic traffic.
In a PPC campaign, advertisers bid on specific keywords relevant to their target market. The advertiser’s ad may be displayed when a user searches for those keywords, usually boosted on the top of search pages.
The advertiser is charged only each time a potential customer clicks their ads.
How does PPC outsourcing work?
When a business outsources its PPC marketing, it typically partners with a service provider specializing in managing PPC campaigns.
The outsourcing process starts with a detailed discussion between the business and the outsourcing partner, where expectations and goals are defined.
The outsourcing partner will thoroughly research the business’s:
- Target audience
- Industry landscape
It will identify relevant keywords and create compelling ad copies that are more likely to attract clicks and conversions.
Once the campaign is set up, the outsourcing partner will monitor its performance regularly. Key performance indicators such as click-through rates, conversion rates, and cost per acquisition to fine-tune the campaign and optimize its results will also be analyzed.
Benefits of PPC outsourcing
PPC outsourcing offers several benefits for businesses looking to optimize their online advertising efforts.
PPC outsourcing allows businesses to tap into the knowledge and expertise of professionals handling numerous PPC campaigns.
These experts have in-depth knowledge of keyword research, ad targeting, and campaign optimization strategies that can help businesses achieve better results.
They stay up-to-date with the latest strategies to ensure clients benefit from their industry insights.
Time and resource savings
Proper PPC management requires continuous monitoring, analysis, and optimization. Figures by Wordstream reveal that a small business spends from US$9,000 to US$10,000 per month solely for its online advertising campaigns.
Through PPC outsourcing, firms free up their internal resources and time that can be invested in other critical areas of their operations.
By outsourcing this task, businesses can focus on other core areas of their operations while reaping the benefits of effective PPC advertising.
Access to advanced tools and technologies
PPC outsourcing partners often have access to advanced tools and technologies to enhance campaign performance. Their teams know how to use PPC software such as SEMrush in curating and managing campaigns.
These tools can help optimize keyword selection, ad targeting, and bid management, resulting in improved ROI for businesses.
PPC outsourcing offers organizations scalability and flexibility in their advertising efforts.
As the business grows or its marketing needs change, the outsourcing partner can quickly adapt the PPC campaign to accommodate these changes.
Challenges of PPC outsourcing
While PPC outsourcing offers several benefits, it is important to be aware of some potential challenges that businesses may face:
Alignment of expectations. Service providers must clearly understand the client’s desired outcomes and how they can measure success. Without this alignment, there is a risk of suboptimal campaign performance.
Maintaining brand consistency. Businesses must ensure the outsourcing partner understands their brand voice, values, and key messaging.
Data confidentiality. When outsourcing PPC marketing, it is essential to partner with a reputable outsourcing provider with robust data confidentiality and security measures to protect this information.
When to outsource PPC
PPC outsourcing offers firms numerous benefits to boost their business and get a good ROI out of their efforts.
However, it is essential to be aware of the challenges and consider factors that can impact how your campaigns will go with your service provider.
Deciding when to outsource PPC marketing depends on the business’s specific circumstances.
Companies with limited internal resources or already stretched-thin teams may find it more efficient to outsource PPC marketing. This allows them to focus on other core business activities while still benefiting from effective PPC campaigns.
At the same time, outsourcing PPC marketing allows for scalability for companies waiting to boost new products and services. They can do this without shelling out a lot to boost online advertisements.
Lastly, outsourcing can provide businesses access to specialized tools and insights that may not be available in-house. This can lead to more optimized and efficient PPC campaigns.