Is Outsourcing Your PPC Management a Good Idea?

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PPC campaign is one of the methods used in marketing your products online.  And many businesses have grown because they have used this method. When businesses opt for PPC campaign one of the questions that troubles them is whether to manage the PPC campaign by themselves or to outsource it.

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According to the first option, the company may need to hire a full time of a part-time expert in PPC management. Of course the second is an easier one that is outsourcing the whole campaign to a third party.

Now coming to the comparisons. When comparing these two options to find out which is the better of the two you need to consider certain factors involved in any PPC campaign

  1. The cost
  2. The tools and their access
  3. Bid management
  4. Reporting ability
  5. Productivity
  6. Flexibility
  7. Results- accurate, fast and reliable
  8. Cost factor
  1. Cost Factor

When you decide to outsource your PPC campaign, all you do is hire a company who handles PPC management. You only pay their monthly or annual fee and leave the rest to the expert team. However, when you decide to do the PPC campaign all by yourself, there are many factors involved.

First hiring an expert on a permanent basis is needed. This incurs an expense on the company in the form of salary. Next, you incur an overhead expense in the form of the initial setup.

If you are a huge company and a large business spread across the country probably these kinds of expenses may not be a burden on the whole setup. Hiring an extra hand and investing in some tools may be affordable.

But for a small company and a start-up, the outsourcing fee may work out to be far less than paying a salary to a hired hand.  So depending on the type of company you can decide which is the better option in your case.

  1. Access to Tools

In PPC advertising a number of tools need to be used. Also, you need to get access to the relevant tools. Only then your campaign for PPC marketing may be really useful and beneficial.

When you outsource your campaign to a trusted PPC management company you get the advantage of their latest tools they deploy. This is a company that solely works for PPC management and marketing. It is their job and to get many customers on board they use the latest tools.

So you being a customer gets the advantage. On the other hand, when you are managing the PPC campaign through your hired hand you need to first invest in the tools and then upgrade to the latest. Keeping in touch with the latest updates are also needed. Here too affordability comes into the picture.

If you are not aware of the latest updates or cannot afford them due to financial crunch your PPC campaign cannot bring in customers to your fold. Also having access to the latest tools is not enough. You need to have enough knowledge about how to use them.

Your employee may not have access to this knowledge that an expert at a PPC marketing company has. Comparing the two you can infer that outsourcing has an upper hand.

  1. Access to Advanced Reporting abilities and Bid Management

To become a PPC campaigner you need to have a lot of market knowledge and you need to keep upgrading yourself. Over and above that you need to do a lot of research. Both of these call for investments.

Coming to bid management it needs a lot of investment. Monitoring the metrics gives one an insight into the response of the users to the websites.

This helps you to manage the bid and make changes whenever necessary. This bidding is not as easy as it seems. It is also time-consuming.

A person working in a PPC management company has experienced these nuances and has got the essence of what right bidding is.

The experience makes him or her an expert in this field. In contrast, your hired hand may not have such an experience behind him or her. This can work against you too.

Then coming to the software a PPC management company can afford to invest in the latest of software that lets optimization of hordes of keyword bids on a regular basis. Then again a small company like yours cannot afford to do so. Again making you an underdog.

  1. Ability to Report

Reports are a vital part of any campaign so it is for PPC management. This reporting is one of the ways to know about the performance of any campaign.

Here too PPC agencies are dominant to the extent that they can offer a customized report on each and every campaign regularly.

This helps to get an insight into the ups and downs of the market and locates the pain points and directs you what to focus on and what changes need to be made to the PPC marketing campaign.

  1. Productivity

A PPC marketing campaign calls for a lot of effort and time. These don’t lack in either the PPC agency expert team nor the in house expert.

But when extra time and effort are the need of the hour to complete a certain PPC campaign the in house team may be a bid let down.

Some extra effort and dedication from them cannot be taken for granted. But in the case of a PPC agency, the employees may not be reluctant to put in an extra effort. Also, they have experience on their side which makes them more efficient too.

  1. Flexibility

Correlating the new changes is an important aspect of a PPC campaign. People working in this campaign need to be flexible to change.

The outsourcing team has access to the latest changes made in this field sooner than the in-house employees.  The adaptability quotient of the former is always higher than the latter. This gives the PPC agency an edge over your hired expert.

  1. Results

Coming to results everyone would want accurate results in their campaign. Also, they should be fast and reliable. The PPC agency also scores higher here than the in house expert.

There is no room for even a small mistake in the PPC campaign. The experienced hand is less prone to mistake than the amateurs you hire.

Further, any mistake made by an employee can be overlooked but if a mistake from an agency has affected your marketing results you can ask for financial compensation from the agency.

Here too there is an advantage in hiring an agency for PPC campaign. Considering reliability, you can depend more on an agency than the hired hand in most of the cases. Also in case of speed the agency has a dominance.

So going through all the comparisons stated above one can deduce it is always better to outsource your PPC campaign to a reputed PPC agency. There you can get better results that are reliable and fast too.

Over and above that all that is latest in the marketing gets incorporated into the campaign as and when it is introduced. Also hiring an expert hand can turn out to be a costly affair only to get compromised results with reduced productivity and less flexibility. Now the ball is in your court.

Are You Aware of These Latest Updates in Online Advertising |2019|

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Innovation and upgrading are a part and parcel of any technology. So can online advertising be an exception to this? Evidently no.  Let us then know these updates in advertising via the internet.  Advertising is one of the marketing strategies deployed across different platforms. The internet also is used as one such portal.

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The main purpose of advertising it to make the world aware of your service or products. To promote these and then garner customers who will buy your products or seek your service is another rationale behind advertising. The idea behind every strategy used in this field is to increase the customer base. Following the same approach, online advertising has brought in some updates. Let us find a few of these.

1. Upgrading to https from HTTP

Security is a huge concern for every website. An unsecured site will cause traffic loss culminating in a lower rank for your site. Of course, you get a warning in the form of a popup that your site is not secure when you have not upgraded to the https. This gives you a chance to get the required update and stay secure as well as improve your ranking.

2. Better speed

The site loading speed does affect the ranking. The more time it takes to load a site it creates a feeling of déjà vu among the users. So an update in the form of page speed insights tool is introduced. Using this your site load speed on the desktop as well as the mobile phones can be known. Then steps can be taken to improve the speed and thus ranking of the site.

3. It is ads now and not AdWords

Previously known as AdWords now it is Google ads. All the advertising by Google is merged with this step and brought under one umbrella. This has removed the complexity with the online advertising. The simpler the things are made it is easier to advertise. Following this policy, this step was affected. This brings in automation and less time spent on creating, handling and optimizing of ads giving better results.

4. Introduction of smart promotions

With this introduction, the process of promotion is simplified.  The ads are automated in this campaign. The delivery of the ads and their creativity are based on the services, products, and goals that are set by the advertiser. Ads are thus shown to the right audience depending on their behavior, device, location and other criteria. All in all, it is possible to target the audience with this move of using machine learning.

5. Data retention control update

With this update, there is more data that will be available. The analytics tool can now track and save this data on the platform. Now you have data increase but not data decrease. Search analytics could previously track data of past ninety days. The latest upgrade allows for tracking data up to sixteen months. This allows for better tracking of historical trends for their performance and ranking too.

This list is to update you on the latest upgrades in the online advertising arena. So go for it.

SEO Advantages

There are manifold advantages of SEO, due to which the activity is extensively undertaken by all companies.

Some of the advantages of SEO are listed below

1. Cheap source of regular, relevant traffic – A high amount of traffic is routed to your site as a result of your top position on search engines, which will generate leads as well as sales, depending on the target you wish to achieve, or whatever the target is.

2. Results in a higher click-through rate (Number of people who clicked the link/Total number of people who viewed the link) as compared to any other program:-As a marketing strategy for increasing a site’s relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site’s coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.

3. No recurring pay per click costs

4. Gives highest ROI in the long run as compared to any other online marketing vehicle-When you have a site designed and developed in an appropriate way, SEO can have a drastic improvement in ROI, and this is why almost all companies today opt for SEO activities for their websites.

5. Generates brand awareness and recognition – SEO allows extremely high visibility and creates brand awareness, which is the first step towards building a strong brand and corporate image.

6. Higher natural rankings build trust among searchers – Once you achieve a high ranking on popular search engines, your site, its products and services are preferred over your competitors, which will certainly give you the result you have desired.

7.Results in a higher website conversion rate 

8. Once you’ve reached top positions, you should stay there – Once you succeed in acquiring a high position on the search engines, there is a strong possibility that you will stay there for a long time, and will give all the users an opportunity to frequent your site and make purchases/avail of your services.

9. More searchers click on ‘organic results’ (around 60% vs. 40% PPC) – PPC or Pay Per Click refers to text-based marketing, where companies/webmasters get charged by the click whenever a surfer clicks on their paid ads. Search rankings are usually based on bidding prices. These are usually designated on the engines as sponsored listings.

10. Can appear in hundreds of search results page – The results obtained through SEO are referred to as organic or free results, because, unlike Pay per Click Advertising, one does not need to pay the search engine when a user clicks on the website link.

11. Cheaper than PPC in long run – SEO involves a reasonable fee as compared to other paid forms of advertising and therefore turns out to be much cheaper in the long run.

Pay Per Click PPC Tips

  1. Create multiple variations of PPC landing pages for carrying out A|B split-testing. You may test several options by altering page headlines, message, text, color, layout, form fields, and page length to check which page performs better. You can improve your campaign performance by as much as 500% using these methods and make your PPC budget go far.
  2. Keep a track on your conversion rate. You can do this by checking your site stats and see how many clicks it takes to register a sale. These stats will help you to determine how much you can afford to invest in your PPC campaign. If we assume that you have a product that gives you $15 profit and it takes 100 user clicks to get a sale. It means that you can bid 15 cents per click to achieve your break even.
  3. It is a good idea to study the PPC ads that appear above and below your own ads in the search engines. Analyze if other ads are more appealing to a potential buyer and improve yours accordingly. This will improve your click-through rates. Also, analyze the landing pages of the competing ads to make sure your page is more relevant to the keyword search string and more appealing than your competition. This will improve your conversions.
  4. Key to a successful PPC campaign is to create a sense of urgency by using phrases like “limited time,” “offer ends soon,” “today only,” and “the first 50 visitors.” If the visitors know that your offer is limited and will end soon, there are more chances of them clicking on your ad.
  5. Instead of directing the visitor to the home page of your website, the landing page from your PPC ad should ideally be the exact product or service page that your customer is looking for.
  6. Keep a close eye on synchronization if your PPC ads contain items that frequently change on your website landing page. It can be some shipping policy, offers, prices, or discounts. Don’t let a searcher find an incorrect ad copy and have a bad experience with your site.
  7. It’s important to test the ROI (total profit-total cost) for each position of your PPC campaign to find the most ideal position for your PPC Ad. You may be surprised to know that in a lot of cases, there is more money to be made from being in positions 3-6 because of the lower cost of attaining those visitors.
  8. Adding up multiple ads in a single ad group is always beneficial as we can test a variety of ad messages in this manner. The reason is that, in some cases, one ad outperforms the other in terms of click-through rate, however, another ad will yield to more conversions.
  9. Apart from using Google keyword tool (with the synonym checkbox), you may also want to use thesaurus which is not only a great tool for expanding your negative keyword list but also your main keyword list. With the list you have now, it’s not a bad idea to consult even your family and friends for further possible keyword variations. This is a more creative way of finding the most yielding key phrases for your PPC campaign.
  10. Google, Yahoo, and MSN have their own website network on which they distribute your PPC ads. Many sites are fraudulent and hence don’t provide you quality traffic. So you might consider to check your website stats and find out websites that bring you traffic with high bounce rate. Google Adwords facilitate you to exclude these domains by entering them into “negative excluded sites” folder. In the case of Yahoo and MSN, you will have to call them to handle the situation.
  11. Create multiple variations of PPC landing pages for carrying out A|B split-testing. You may test several options by altering page headlines, message, text, color, layout, form fields, and page length to check which page performs better. You can improve your campaign performance by as much as 500% using these methods and make your PPC budget go far.
  12. Keep a track on your conversion rate. You can do this by checking your site stats and see how many clicks it takes to register a sale. These stats will help you to determine how much you can afford to invest in your PPC campaign. If we assume that you have a product that gives you $15 profit and it takes 100 user clicks to get a sale. It means that you can bid 15 cents per click to achieve your break even.
  13. It is a good idea to study the PPC ads that appear above and below your own ads in the search engines. Analyze if other ads are more appealing to a potential buyer and improve yours accordingly. This will improve your click-through rates. Also, analyze the landing pages of the competing ads to make sure your page is more relevant to the keyword search string and more appealing than your competition. This will improve your conversions.
  14. Key to a successful PPC campaign is to create a sense of urgency by using phrases like “limited time,” “offer ends soon,” “today only,” and “the first 50 visitors.” If the visitors know that your offer is limited and will end soon, there are more chances of them clicking on your ad.
  15. Instead of directing the visitor to the home page of your website, the landing page from your PPC ad should ideally be the exact product or service page that your customer is looking for.
  16. Keep a close eye on synchronization if your PPC ads contain items that frequently change on your website landing page. It can be some shipping policy, offers, prices, or discounts. Don’t let a searcher find an incorrect ad copy and have a bad experience with your site.
  17. It’s important to test the ROI (total profit-total cost) for each position of your PPC campaign to find the most ideal position for your PPC Ad. You may be surprised to know that in a lot of cases, there is more money to be made from being in positions 3-6 because of the lower cost of attaining those visitors.
  18. Adding up multiple ads in a single ad group is always beneficial as we can test a variety of ad messages in this manner. The reason is that, in some cases, one ad outperforms the other in terms of click-through rate; however another ad will yield to more conversions.
  19. Apart from using Google keyword tool (with the synonym checkbox), you may also want to use thesaurus which is not only a great tool for expanding your negative keyword list but also your main keyword list. With the list you have now, it’s not a bad idea to consult even your family and friends for further possible keyword variations. This is a more creative way of finding the most yielding key phrases for your PPC campaign.
  20. Google, Yahoo, and MSN have their own website network on which they distribute your PPC ads. Many sites are fraudulent and hence don’t provide you quality traffic. So you might consider checking your website stats and finding out websites that bring you traffic with high bounce rate. Google Adwords facilitate you to exclude these domains by entering them into “negative excluded sites” folder. In the case of Yahoo and MSN, you will have to call them to handle the situation.
  21. From the list of most convertible keywords you get from your PPC campaign, run a manual deep link building campaign using the highest performing keywords including volume and conversion rate. Not only does this improves the Quality Score but also gives a boost to the organic SEO ranking results for the coming months.
  22. Use dynamic keyword insertions to target a wider array of keywords with the help of single ad copy and let the search engine place your keywords into your ad depending upon the query supplied by the user. Remember always that the ad title can expand past the 25 character limit and Adwords will accept it as long as the default text remains at 25 characters or less.
  23. While most people understand that SEO & PPC are two of the most important pillars of any Internet Marketing Campaign, many people also tend to take SEO as a substitute for PPC. But in an ideal scenario, SEO & PPC should go hand in hand with each other for a successful Internet Marketing campaign.
  24. PPC can not only do wonders for your sales, but it is also an excellent keyword research tool. You can do a comprehensive keyword analysis according to the website demographics. It can also be quite useful to determine and evaluate the typo conversion data. While it’s easy to rank for typos, with the help of the PPC tool you can take decisions based on the facts that which types are most likely to convert into a sale. You will be surprised to know how well a few typos tend to convert.
  25. Conversion tracking is a must for all PPC campaigns. If you have never set up goals, please go do it now. After you set up the conversion tracking, you can track the user’s activity on your page. It could be a sale, a form submit, a request for more information, an ad click or a new RSS subscription. When you define your goal, analytics lets you track that goal just like a PPC conversion for all traffic and not just PPC traffic.
  26. Splitting your keywords into smaller more targeted Ad groups is an effective ploy to increase your Ad Quality Score. To do so, Google Adwords is a handy editor to group keywords into 15 groups of 20 related keywords. For example: buy old books, exchange old books, what are old books, buy old books online etc.
  27. A very important point to keep in mind with pay per click is you must test, test, and test some more. Don’t start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. An essential part of your testing is having a method in place that allows you to track your return on money invested. For example, if your goal is to bring in new subscribers to your newsletter, you could direct visitors arriving from your pay per click link to a subscription form set up just for them. You can then monitor how many clicks actually result in a new subscription. As such, you will know how much you are paying for each new subscriber.
  28. There are a lot of advantages to using PPC such as Google Ad words, but also consider diversifying your campaigns. Remember that you are not “buying a link”, but you are displaying an advertisement. PPC is not SEO because it is “paid advertising”, but it can complement your SEO work nicely as long as you are measuring the exact results and determine your cost per click and cost per lead.
  29. In order to have a strong PPC campaign, aim at thousands of keywords and not just hundreds. Your competitor may be able to beat you on bid price, but you can beat them for free on keyword volume.
  30. If you can’t afford more than 7 cents per click, don’t bid higher. There are always more targeted keywords to be found. And remember, even if you aren’t on the first page, you will still get clicks. Perhaps, not as often…but you will still get clicks even if you are 3 pages in, especially on frequently searched phrases.

Amazon Marketing – How to Win the Trading Game?

Getting your products featured in a highly commercial and popular platform such as Amazon is a brilliant way to upscale your business. The amount of exposure given to your products is tremendous if you play it smart and use the right skills to push your products to the top. For this, you have to have a basic understanding of tricks that are being used by the traders whose products are being featured the most- the first you see on the list and in Google. How is this possible?

The products are sponsored to be on the top. Since 2012 Amazon allows companies and individual retailers to advertise their products such that they’re featured on the top and clicked on the most. Using the principles of Amazon SEO to your advantage, you can choose to bid a certain number of keywords that are related to the product that you’re selling- pick out the most relevant ones and the ones most likely to be used by customers who will be looking for similar products. Every time a customer clicks on the advertisement of the product, the seller pays a certain amount of money to Amazon as a fee for advertising their products. This method is known as Amazon PPC (pay per click). The combined use of Amazon PPC and Amazon SEO result in the featuring of the products on top of the list- which is a sure shot way to ensure maximum sales.

How can you ensure that you have successful marketing strategies for selling your products on Amazon?

Firstly, you must know that not all products of all categories can be featured using amazon advertising methods. Most commonly Amazon PPC is applicable to products that fall under highly popular categories- the ones that have products catering to most common needs. Among these are baby products, handmade products, health, beauty, and personal care products, pet supplies and so that the common population will be looking to buy online conveniently. Once you have confirmed that your product is identifiable with these categories, the next thing you should have an idea about is where you can expect to see your products being featured. Amazon places the sponsored products among those with original rankings in quite a discrete manner. To not make it obvious that your product is placed there as a part of the Amazon SEO strategy, they employ a certain amount of randomization- your product could be on top of the list or in the middle but in a slightly more prominent manner so it catches the eye.

Benefits of Amazon Search Engine Optimization and Amazon Pay Per Click:

By featuring one product in a sponsored manner, you are gaining the attention of the customers who will be highly likely to check out your entire product line if they are sufficiently impressed with the first one that was featured.

This is an excellent business boosting tactics.

If you use the right keywords to associate your products with occasions- for example, Valentine’s Day chocolates, birthday gift hampers, etc. then it is very likely that your sales will be boosted during the festival seasons.

It doesn’t always have to be new products that you’re featuring, Amazon PPC tactics are used by big and established brands who wish to remain on the top of the list. Moreover, the charges Amazon applies per click are very affordable and the profits outweigh the expense by a huge margin- hence making it a popular strategy applicable for anyone without worry of unproductive marketing investment- you pay only when your products are being viewed.