Do It Yourself or Hire a PPC Management Company?
You may consider the following:
Advantages in Doing It Yourself.
- You are in control. You make all of decisions regarding the keywords and prices for the keywords.
- You don’t have to pay a monthly fee to the PPC management company. This fee is usually 20% or more of your advertising budget.
- Google Adwords program doesn’t enforce a specific minimum, while most PPC management companies have a minimum advertising budget requirements.
Disadvantages in Running PPC campaign Yourself
- It can be very time consuming.
- PPC program is based on a bidding system and a lot of technical terminology is involved. You have to master both, if you want successfully run your PPC advertisement.
- It is not simple to manage PPC to get a return on the investment (ROI). Sure, if your goal is only to raise public awareness of your company or product name, you can do it yourself. But if your goal is to convert clicks into new customers, it is better to hire a professional PPC management company and pay them for their services.
PPC Management and SEO
Regardless of what you decide to do - hiring a PPC management company or buying clicks directly from Google - before anything else, we recommend optimizing your website for search engines to bring the maximum number of new visitors in a more natural (direct) way.
Only after you can honestly say that you have done everything you could otherwise do, should you begin planning your first PPC campaign.
Price Per Click / Cost Per Click
Keep in mind, the price per click can be very high. When this article was written, the price per click for the keyword phrase “personal injury attorney” in Las Vegas was $79, and for the keyword phrase "Las Vegas criminal defense attorney" - $45.
PPC service (or Google AdWords advertising) is a powerful tool to bring more visitors to your website, and ultimately to get new business. At the same time Google AdWords can be a risky investment though, and you need to monitor your PPC statistics daily.
Need more recommendation? Keep reading this article.
Set Your Goals
Think. What are you trying to accomplish?
It could be any of the following:
- Raising Brand Awareness
- Generating new business
- Increasing traffic to your website
- Improving Return on Investment
If all of the above seem important to you, then prioritize the list. Which is the most important and why?
Set Your Daily Budget
It’s often a good idea to start small and test a handful of keywords before you invest too much money and time in pay-per-click campaigns. You can start as low as $5 a day and take it from there. And, you can put your Pay-Per-Click advertising campaign on hold at any time.
Set the Benchmarks
Decide how you will measure the success of your Pay-Per-Click advertising.
Will success be the number of clicks to your website, or the number of actual new customers? What return on investment seems to be fair to you?
Only you know these answers, but remember:"What gets measured gets managed." (Peter Drucker). And what gets measured can also be improved.
Learn to Love Statistical Reports
Many people think that stats reports are boring or useless, but from the moment you start paying for Pay-Per-Click Ads, the Google statistics (Google Analytics and Google Webmasters Tools) plus AdWord performance reports should become your Bible.
If you know that you won’t have time to check these reports daily, then we recommend hiring somebody who would do it for you. Without watching the statistics you inevitably will be losing money.
Serious Visitors or Empty Clicks?
Not everything is black and white with Pay-Per-Click Ads.
Today, Google Analytics separately displays (among many other important things) the number of Paid Clicks and Organic Clicks.
With products it’s easier – the visitor bought your product for $10, your cost of the product is $7, and $3 is your gross profit.
Selling services on the Internet it is not so simple -- the fact that somebody clicked on your Google Ad is not a guarantee that this person is going to end up hiring you.
Since the number of visitors to your website is NEVER likely to equal the number of new clients, the click is often just a click. We call them empty clicks.
Savvy people now tend to do a lot of research before making their final decisions who to hire.
Who is Clicking?
Think about who will be clicking on your Google Ads.
It could be:
- People who want to learn about you and compare you with somebody else
- People who are looking for a second opinion
- Competitors who want to know what you are offering and your prices
- College students who are writing research papers
Only a small percentage of these people are real customers.
Don’t underestimate the role of social media.
Today people want to know not only what you tell about yourself, but also what previous clients think about you. Before hiring you, your potential clients read reviews about you and your business on Yelp, Google Reviews, Avvo (an attorney rating website), BBB (Better Business Bureau), and many other rating websites. They may also check Facebook, Twitter, and YouTube.
When this article was written, Google Ads displayed:
- The # of reviews your business has on Google Review
- What your average rating is, and
- The link to your Google+ account.
To run a successful Pay-Per-Click campaign is both art and science.
Google makes changes to its AdWords platform every few months, so you need to constantly monitor the changes. PPC management is a very serious thing!
To stay current with what is happening in the AdWords universe, read the Google AdWords Blog. And, read our article How to Write a Perfect Pay-Per-Click Ad.
Pay-Per-Click Advertising: Insides to Google Auction. In this video prepared by Google Adwords you will learn how price per click (PPC) is calculated and how Click-Thru-Rate (CTR) affects the price per click you are paying.
Adwords Official Blog. Reading Google Adwords blog will help you to stay connected with Adwords community and learn about latest AdWords changes first hand.
You can also read our article - "PPC Management: Writing Pay-Per-Click Ads for Attorney Website in Las Vegas."