Tag Archives: ppc expert

Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Jun 23 , 2020

Make sure the Google Ads expert you work with checks off these boxes.

Here, you’ll find:

  • The benefits Google Ads offers advertisers
  • Expert advice on optimizing Google Ads campaigns
  • What your Google Ads expert should know
  • Tips for measuring marketing effectiveness

Like putting out fires, building rockets, and hitting the high notes in “I Will Always Love You,” some things are best left to the professionals. The same goes for paid search marketing. 

Nearly half of all search engine results page (SERP) clicks go to the top three paid ads. Of course, scoring one of the coveted prime spots is no easy feat. 

There are a number of moving parts when it comes to running a successful Google Ads campaign. For an ad to appear in the top spot of the SERP, it’s got to have a level of quality and relevance that the search engine deems worthy enough. 

Google has a massive reach, making it possible for you to reach a global audience. The platform also allows for a range of targeting, lets you harness intent, and allows you to see results in an easy-to-understand format.

Whether you’re looking to brush up on your skills or partner with a pro to help take your campaigns to the next level, here are eight things a Google Ads expert should know.

1. How to create effective ads

Since Google is the most popular search platform for most demographics, it makes sense that competition for ads is high. When you choose Google Ads, you’re competing with a host of other businesses that bid on the same keywords

Developing quality, relevant ads will help to improve your quality score, which is one of the ways Google assesses the quality of your ads, as well as keywords and landing pages. (It can save you money, too: Higher quality scores mean you can snag lower prices and higher ad placements.) A Google Ads expert should know why quality score matters. 

2. Ways to make the most of bidding strategies

Google Ads offers several bidding strategies that advertisers can use to maximize ROI. Cost-per-click (CPC) bidding is recommended when the goal is to drive website traffic, while cost-per-thousand impressions (CPM) bidding works great for building brand awareness. 

CPA bidding is mainly for advertisers whose focus is on conversions like sign-ups and purchases. Your Google Ads expert should understand that testing different bidding models will offer insight into the success of the campaign and help identify the one that drives better results. They should also be able to manage your ads budget accordingly.

hawksem: google ads expert

Optimizing PPC landing page content can be the ticket to turning prospects into real buyers. (Image via Unsplash)

3. Why power words can entice users to click

Once your ads have been displayed in front of your target audience, you want as many of them as possible to click on them — no-brainer, right? A proper Google Ads expert should be able to harness power words in your ad copy as a clever way of convincing users to engage with your business. 

Ideally, the expert you work with will understand how important it is to get your message across clearly and concisely in the parameters allotted for your ads. After all, what good are impeccable landing pages if no one sees them? First, they’ve got to want to click.

4. Ways to optimize the ad-to-landing page experience

Speaking of landing pages: When guiding customers through your sales funnel, you should aim to provide them with an experience that feels tailored to their specific needs. This increases the chances of prospects taking the desired action when they reach your landing page. 

Optimizing PPC landing page content can be the ticket to turning prospects into real buyers. There are various ways to optimize your landing pages, such as:

  • Having a strong call to action (CTA)
  • Making sure the ad and landing page copy and design are consistent
  • Ensuring the page looks good on both mobile and desktop
  • Having a form that’s not too lengthy

Additionally, an effective landing page is scannable, free from too many distracting graphics and images, and features badges, testimonials, or other helpful proof points.

Need more Google Ads help? Let’s chat.

5. The ins and outs of device targeting 

Device targeting can mean the difference between PPC success and failure. With more than half of paid search clicks happening on mobile devices, it’s crucial to provide a great user experience, no matter the platform. 

To that end, your ads expert should make sure landing pages are mobile-friendly, responsive, and have a great layout regardless of the device they’re from viewed on. Bonus: A website that’s optimized for mobile will also be good for your overall SEO.

6. Why producing content that delivers value is key

Google pros know that, when running a paid search campaign, your aim will be to generate leads and sales. But rather than pushing products by being overtly sales-forward, the most successful ads often focus on providing value. 

Producing content that your audience wants to read and promoting your brand as one that offers value will help build traffic. Value can help do the selling for you, getting more customers to use your products or services by trusting what you’re saying. Plus, you don’t want visitors feeling skeptical that you’re simply trying to close a deal by any means necessary.

hawksem: google ads expert blog

Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. (Image via Unsplash)

7. The 411 on all things ad settings

Understanding the search audiences’ settings will help a Google ads expert run a successful campaign. Choosing the type of campaign you want to run will affect the settings available to you. 

Ask your expert how comfortable they feel going through the setting menu to make the most of what’s on offer from the platform. Location settings allow you to choose who gets directed to your website, for example, effectively saving you money by ensuring only those in your target location visit your site.     

8. How to properly manage a Google Ads account

Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. Proper and active campaign management involves regularly assessing how the ads are performing, doing an A/B testing, and conducting regular Google Ads audits every quarter or so. 

When you invest time and money into campaign strategy, the last thing you want to do is simply set it and forget it. By having a plan for continuing to assess the data and optimize accordingly, your Google Ads expert can better determine where to invest more, where strengths and weaknesses lie, and where to make the necessary improvements.

The takeaway

Every Google Ads expert needs to have an in-depth understanding of Google Ads basics and how this form of advertising works. The experts will also need to develop effective strategies that will deliver the desired results. 

These tips can help you find the right search engine pro to partner with, so you can feel confident this aspect of your digital marketing program is in good hands.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

holiday ads

5 Marketing Tips & Tools for 2021 Holiday Ads

This is no ordinary holiday season, so why stick to ordinary ads? These marketing tools and expert tips can help you craft your best-ever holiday ads....

Read More
"mental health" spelled out in block letters next to a green stem with leaves

How Remote Work Can Boost Mental Health

It’s important for companies to be mindful of their employees’ mental health. Here's how remote work fosters happier people and more productive teams....

Read More
woman sitting at a table on laptop computer

8 Steps to Craft Perfect Auto-Send Emails (+ Examples)

From "welcome" to "thank you" missives and everything in between, we highlight expert tips for creating auto-send emails that stand out and get results....

Read More
Facebook
Twitter
LinkedIn
Written by Caroline Cox on May 13 , 2020

The right pay-per-click (PPC) expert can take your paid search to the next level — here’s how to find the right one for you.

Here, you’ll find:

  • Traits that good PPC marketing experts often have
  • What tools and platforms they should be familiar with
  • Questions to ask an expert you’re considering working with

Whether you’re looking for a full-time hire or an agency partner, the right PPC expert can be a game-changer for your paid search program. The wrong one, however, can be a costly mistake. While no two PPC experts (or people!) are alike, there are a few key things they should know like the back of their hand.

Want to make sure your PPC expert is up to snuff? Here are just a few qualities they should have and things they should know about today’s digital ad landscape.

HawkSEM: PPC expert blog

Ideally, your PPC expert should have a mix of analytical and creative traits. (Image via Unsplash)

The right mix of personality traits

It’s crucial for the PPC expert you work with to have the right personality traits for the job. After all, it’s not just about their skills, but about how well they gel with you and your team. While there’s no exact formula each person will follow, there are a few key traits worth looking out for. 

Ideally, your PPC expert should have a mix of analytical and creative traits. That means being detail-oriented and data-driven, while also being experimental and willing to think outside the box. (Oh, and a good dose of patience is always beneficial, too.)

A full understanding of the main platforms

Perhaps unsurprisingly, any good PPC expert should have in-depth knowledge of top platforms where paid search comes together. Essential platforms include Google Ads, Microsoft Advertising, and Google Analytics. They should also be familiar with tools like Google Search Console, SEMrush, Ahrefs, and customer relationship management (CRM) platforms like HubSpot. 

But it’s not enough just to know how these tools work. The best PPC experts also make the effort to be in the know when it comes to the latest updates and changes on these platforms. Just like regular algorithm updates, the search engine results page (SERP) also goes through its fair share of changes each year, which may affect how your PPC program operates and functions. So, you may want to ask how they stay in the loop.

Pro tip: Look for a PPC expert that’s part of the Google or Microsoft Advertising partner network. Partners often get special perks and access to beta features that could benefit your own program.

How to conduct proper research

Speaking of tools, your PPC expert should know how to conduct proper keyword research with tools like SEMrush and Google Keyword Planner. Keywords are the bread and butter of paid search — and knowing the right ones that your audience uses when searching will help you attract the right people.

A well-versed expert won’t shy away when asked about their knowledge of search intent, negative keywords, volume vs. competition, and other keyword-related matters. Learn more about their preferred ways to conduct keyword research and why.  

HawkSEM: PPC expert article

A paid search expert should understand how different match types work, as well as the right combo to achieve success. (Image via Unsplash)

The ability to write concisely

When it comes to seeking out a PPC expert, make sure you ask about their copywriting skills. Seasoned marketers know how imperative it is to be able to get your point across in 90 characters or less. The most effective ad copy is direct, attention-grabbing, on brand, and speaks directly to the target audience. 

You can ask for a few copywriting examples to get a feel for how they attract audiences and adapt to a brand’s voice and tone. Try to get context about the ads: what the client asked for, what their goals were, and how the ads performed. 

The ins and outs of match types and modifiers

A paid search expert should understand how different match types work, as well as the right combo to achieve success. As Google explains, keyword match types are what help control which Google searches can trigger your ad. Selecting broad match, for example, will show your ad to a wide audience, while exact match will focus on a specific group (or groups).

They should also have a firm grasp of all the options for bid adjustments or modifiers. This includes demographics, location, device, ad schedule, and more. After all, bid adjustments help you manage budgets and optimize PPC campaigns based on your targeting objectives, according to Search Engine Land

Is your PPC broken? Here’s a quick-and-easy guide for how to fix it.

Other ways to gauge if a PPC expert is right for you

Asking the right questions is a great way to determine if a potential paid search expert is the right fit for your business. 

Good questions to ask include:

  • Can you review my account and recommend areas of improvement?
  • Are you able to find certain KPIs in the account for a certain period (conversion rates, ROAS, CPA, et cetera), compare them to a previous period, and explain the changes?
  • Do you have recommendations on additional keywords or topics to target, or keywords to remove from the account?
  • Do you have past experience with clients in my industry?
  • Are you able to create assets for display ads?
  • How many clients do you currently manage?
  • What historical results have you been able to achieve with past clients?

The takeaway

Having the right certifications is great, but it doesn’t always mean that someone knows their stuff or will be the right match for your business. Having a potential PPC expert look at your account and show that they understand how to optimize it will tell you what you need to know.

Make sure you and your team do your part to establish your own expectations, goals and KPIs when it comes to your PPC program before partnering with a PPC expert. From there, you’ll be able to focus on forming a relationship that will be both successful and lasting.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

Related Posts

holiday ads

5 Marketing Tips & Tools for 2021 Holiday Ads

This is no ordinary holiday season, so why stick to ordinary ads? These marketing tools and expert tips can help you craft your best-ever holiday ads....

Read More
"mental health" spelled out in block letters next to a green stem with leaves

How Remote Work Can Boost Mental Health

It’s important for companies to be mindful of their employees’ mental health. Here's how remote work fosters happier people and more productive teams....

Read More
woman sitting at a table on laptop computer

8 Steps to Craft Perfect Auto-Send Emails (+ Examples)

From "welcome" to "thank you" missives and everything in between, we highlight expert tips for creating auto-send emails that stand out and get results....

Read More