I truly believe that if a business cannot become successful through using paid advertising channels then it is a business set up for failure. Having worked on PPC accounts stretching 30+ industries for an average of 10 years I have (where detailed tracking has been implemented) seen an average ROI of 3 to 1 (meaning for every £1 a client spends they get back £3).
I tried Google AdWords but it didn’t work
More and more I’m hearing business owners say, “Yes, I tried Google AdWords but it didn’t work for me”. I then go on to ask “Why? What was it that didn’t work for you?” In my experience, PPC won’t work for business owners if they try to do it themselves by “throwing in a few hundred pounds”. It doesn’t work if they hire an agency where someone junior works on the account and takes no time to get to know their business, or a Google rep (who mainly acts in the interests of Google making more money) helps an internal team member.
How Important is PPC Freelancer Experience?
Would you allow someone to take your car for a drive if they had only driven before a few times and didn’t have the skills? Probably not. Then why would you entrust anyone who hasn’t the experience or skills to spend your money for you on an advertising platform that has been built to make money? Effective Google AdWords management is a skill that, in my experience, having audited 100’s of accounts (that have been managed by other agencies) is rare. The reason is this. Truly effective PPC managers don’t just work on the various PPC platforms, they don’t just carry out keyword research, set up an account, create adverts and modify bids. They have an understanding of the whole customer journey from first interaction to last click conversions which utilise all the marketing channels from social to SEO. Further PPC skills that need to be administered for an effective campaign also include design, HTML, research, analytics and customer persona analysis among many others.
Is a PPC Freelancer Best For You?
By hiring a PPC Freelancer you will get the support you need when you need it most. They will take the time to get to know your business, your market, your USP, your customers and your other marketing efforts.
Similarly to SEO, one of the gripes I have with non-niche agencies is that they lack knowledge about their clients’ industries. You will have the same PPC manager working on an e-commerce account one minute and a local business the next. How and where is the expert knowledge coming from? It makes no sense. With a PPC Freelancer, rather than dealing with the salesperson, account manager, company owner and possibly the person who actually does the work, you will be dealing with one person and be paying for that person to support you (instead of going through everyone else in the agency chain).
PPC Stages for Success
As with any marketing management service, there are 4 stages in the process of effective PPC. Firstly keyword, competitor, company, customer research and strategy. Secondly, there’s creation (landing pages, adverts etc). Thirdly, optimisation and then finally data review and adjustment. This being a cyclical process, the knowledge and learning are then fed back into the first strategy stage and the business continually grows.
Paid advertising, unlike SEO, is not free. You pay every time someone interacts with your advert and visits your website or social account. It is the oldest and most transparent advertising option available as it will allow you as a business owner to calculate your ROI.
As part of the research and analysis stage, we can identify the channels that your competitors are using and what would be the best for you as a business to grow online. There are quite a few options available:
Remarketing / Retargeting on Google Search / Google Display / Facebook / LinkedIn – Gmail – Twitter – Bing – Yahoo – Gmail – YouTube – LinkedIn – Facebook – Quora – Google Maps – Instagram – Programmatic – Google Shopping
Free 30 Minute No Obligation PPC Review
If you are looking for a PPC Freelancer in Bristol or anywhere in the UK or abroad then send me a message or give me a call. I love to help business owners make more money from their websites using Paid Advertising. I feel it is equally important to get to know you and your business, so get in touch for your free 30-minute meeting and let’s talk PPC for your business.