Digital marketing is always changing, and keeping up with new trends can be hard for you as a business owner. From organic marketing to paid marketing, you will need a reliable consultant to guide you through.
One of the most important consultants you can hire for your business is a PPC consultant, and this article will take you through all the crucial things you need to know about PPC consultants.
What is a PPC Consultant?
A PPC consultant is an internet marketing specialist who helps businesses or companies effectively promote their products and services through paid media advertising.
At the very basic level, a PPC consulting services provider plans, runs, and optimizes online ad campaigns on platforms like Google AdWords and Bing Ads.
While Google Ads and Microsoft advertising on Bing are the two main types of PPC campaigns, there are other types, such as:
- Amazon PPC (Amazon Sponsored Ads, Sponsored Brands, and Sponsored Display Ads)
- Video ads
- YouTube ads
- Search ads (displayed on search engines results pages)
- Social media ads like LinkedIn Direct Ad and Facebook ads
- Google Shopping ads
- Gmail competitor ads
A PPC consultant can be an independent contractor, agency, or freelancer. The kind of consultant you choose depends on your budget, goals, and preference. If you choose to work with an agency, you can choose Canopy Media as your go-to PPC consulting service provider.
What Skills Does a PPC Consultant Possess?
To run a successful PPC management service, a PPC service provider or agency has expertise or skills in areas such as:
- Ad copywriting and creative writing
- Paid advertising networks
- Creativity and curiosity
- Attention to detail
- Time management and organization
- Account-based marketing
- Mastery of paid social networks
- Client relationship management
- Effective communication skills
A PPC consultant may have obtained the above skills through various ways, such as taking courses or certifications like:
- Google Ads Search
- Google Shopping Ads
- Bing Ads Certification
- Google Ads Apps
- Google Ads Display
- Google Ads Video
- IPA Digital Performance Essentials Certificate (in the U.K.)
What Does a PPC Consultant Do?
The following are the duties and responsibilities of a PPC advertising expert:
1. Developing a PPC Strategy
A PPC consulting company or professional develops a solid PPC marketing strategy for its clients. An effective strategy comprises aspects like types of campaigns to run, platforms to use, keyword research, audience targeting, and types of ads to publish.
The strategy development process also includes competitor analysis, where the PPC expert runs a side-by-side analysis of your business and its major competitors in terms of the respective paid advertising efforts.
In competitor analysis, your PPC management service provider checks the ads your competitors are running, what type they are, their success rate, the keywords they target, and the type of copy used.
An effective PPC strategy sets your business up for success in each marketing campaign that your consultant launches.
2. Creating, Modifying, and Optimizing Campaigns
Once you have a well-outlined strategy in place, your PPC specialist creates various campaigns to target your ideal customer through display advertising, social media advertising, and other PPC advertising platforms.
Creating an effective advertising campaign requires an experienced PPC consultant to create ad copy and design landing pages that can easily convert interested ad consumers into buyers within the shortest time possible.
While a PPC campaign can be left to run until its end, it’s necessary that the consultant checks its progress every day and modifies it where necessary. For example, Google ads campaigns can be enhanced by improving ad copy and retargeting.
The modification part may also include finding new keywords, updating current keywords, and A/B testing.
It’s not enough to run a PPC ad campaign and not measure its progress or success. PPC management experts can measure key performance indices (KPIs) such as:
- Click-through rate
- Conversion rate
- The average position of each ad
- Cost-per-click (CPC)
- Cost per conversion
- ROAS (Return on Ad Spend)
- The quality score of your ad copy or content
Measuring various KPIs helps the consultant see what’s working, what doesn’t work, and what improvements can be made.
3. Report on Campaign Performance
The PPC expert must regularly report to the client the progress of their digital advertising efforts. The expert follows a predetermined reporting schedule that might be bi-monthly, monthly, and even quarterly. On a larger scale, yearly reports are also necessary.
PPC consulting service providers present their findings using tools such as Google Data Studio, including a detailed commentary on what areas are the most successful and what requires improvement.
4. Identifying New Conversion Rate Optimization Opportunities
A PPC consultant worth their salt is always on the lookout for new opportunities where they can enhance an ongoing marketing campaign to increase the rate of conversions.
For example, the consultant can suggest using a different colour for a certain call-to-action button on a landing page to make it more eye-catching to visitors and raise the chances of more clicks on it.
5. Managing Client Relationships
Besides managing a client’s Google PPC account or other platform accounts, PPC consultants work closely with a client or their internal marketing team to run a successful paid internet advertising endeavour.
A good consultant must be a responsive and frequent communicator. You can’t compromise on those qualities when you’re looking for PPC consulting services.
Tools PPC Consultants Use
As a business owner, you might be worried about having to buy a host of business tools for running PPC ad campaigns. The good news is that you don’t have to! Your contractor or agency will have most of the tools already available to them.
The tools PPC consultants use include:
- Bing Ads Editor for effectively managing each Bing ad
- Google Keyword Planner for SEO keyword research
- Google Ads Editor
- Google Analytics for tracking campaign performance and effectiveness
- Twitter Analytics for handy demographic data and assessing the effectiveness of a campaign
- Google Trends for researching ongoing trends
- SEMrush for competition analysis and keyword data
- Canva for creating display ads
3 Ways a PPC Consultant Can Help Grow Your Business
There are many ways a PPC professional can help you grow your business. Let’s look at the three main ones.
Creating or Revamping Ad Campaigns
Most business owners do not have the necessary expertise to create or revamp paid advertising campaigns. In such cases, the ideal action is to have an in-house team, but finding a good consultant ready to work internally can be a hassle.
A pay-per-click consultant helps you create or revamp ad campaigns geared toward increasing sales and generating more revenue for your business. Revamping is necessary if you already have ongoing campaigns that aren’t generating the desired results.
Drafting a Retargeting Strategy
A retargeting strategy in PPC management is important in improving engagement. You’ll want to recapture online users that interacted with your ads but did not become buyers.
If your consultant finds a suitable way to retarget such users, you can be sure of creating more brand awareness and generating more revenue through sales that might have been lost.
Optimizing Conversion Funnels
As mentioned earlier, a PPC consultant looks for new opportunities where they can increase the rate of conversions. This can be done by optimizing components such as landing pages, ad copy, and websites.
Conversion funnels can be optimized using different tactics like optimizing keywords for display ads or paid search ads, email marketing, SEO, and content marketing, which can include blog posts, infographics, eBooks, or videos.
How to Hire a PPC Consultant
It can be a tough call hiring the right PPC consultant for your business. Here’s what to look for in a good consultant.
Verifiable Client Portfolio
A consultant with a portfolio featuring clients in different industries is ideal for handling your PPC ad campaigns. Such a consultant already has immense exposure and can be relied upon to deliver excellent results.
Verifiable Client Testimonials
It’s not enough for the consultant to have a wide client base. You should check if they have testimonials from past clients who trusted them with their marketing. Testimonials show if a potential consultant can deliver results and work professionally with their clients.
Extensive Knowledge About PPC Tools and Best Practices
PPC consultants with extensive knowledge of PPC tools and best practices are rare to find. Those that keep up to date with new practices in pay-per-click advertising stand a better chance of proving themselves useful to your business than those using outdated methods.
You’ll want one that stays abreast not only concerning best practices but also the best tools for PPC marketing.
When it comes to PPC advertising, you might be overwhelmed by the many complicated practices out there. If your internal marketing team doesn’t have extensive knowledge in the area, you can always hire a PPC consultant to get the job done.
We have looked at what a PPC consultant is, what they do, how they can help grow your business, and how to choose the right one for you. Now, go ahead and choose the best, be it an independent contractor, a freelancer, or an agency like Canopy Media.
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