While it’s important to look after your website’s SEO to influence your organic search rankings, it needs to be in a balance with paid search or PPC (pay per click).
SEO is a slow process, and in many industries, PPC can offer quicker, targeted results
However, it does take a bit of knowledge to get set up with PPC, so it’s wise to consult an agency to help you out rather than trying to go it alone. Here are three reasons why.
It’s Not as Easy as You Might Think
Lots of business owners mistakenly think that they can teach themselves PPC, but are often caught out once they get started.
For example, many people will be familiar with Google’s Keyword Planner, which is a free tool, and while it’s a good starting point, it doesn’t offer the same service as the paid tools which an agency will use.
Paid tools give you a real competitive advantage, but also require a bit more know-how to use effectively.
Writing the actual ad copy is something else which may seem easy, but is actually anything but.
Every word is crucial when it comes to you’re a copy and could have a big impact on your conversion.
PPC experts understand this, and will carefully put together copy based on competitor and keyword research that will optimise your actual conversions, not just traffic.
Another big part of what you’re paying for with an agency is many years of professional experience.
Agencies will have worked with many other businesses like your before and will be very knowledgeable in how to get the best results.
If you decide to go it alone you’ll have to learn all of the PPC lingo yourself, such as CPM, CPC, CPA (we could go on…)
Instead of wasting valuable time teaching yourself the basics, and even then not having any previous experience, it’s a better idea to simply call in the pros.
An agency will know whether you need to target locally, by county or region, or nationwide, will know whether you should opt in to partner or affiliate networks and other such things which you may have no clue about.
Time Off Your Hands
Perhaps the most important thing is that it simply gives you some precious time back. As a business owner, you probably find that there’s just never enough time in the day to get everything done, and managing your own PPC only adds to this.
We spoke to web agency Liquid Bubble, who said: “Outsourcing to an agency frees up some of your time and allows you to get on with all of the other tasks which are important to the running of your business.
“Those who choose to go it alone often underestimate PPC and don’t give it the time that it really deserves because they have other pressing issues to attend to, which not only costs you time but more importantly, money too!”
While we recommend you hire an agency to help manage your PPC, it is a good idea to familiarise yourself with the basics, which you can do at Google’s Support pages.