PPC

Running a business requires a lot of dedication and sound decision-making. Keeping a business on its feet is no easy feat. As much as we admire a business owner who values passion and hard work, those qualities alone aren’t enough to maintain a business.

For a business to succeed, you need to be smart when it comes to making the most out of your resources. As the CEO, your time is a very valuable commodity that should be spent on equally important tasks.

As much as you would like everything to be perfect by doing it yourself, you need to keep in mind that you have a business to run and clients to satisfy.

Instead of burying yourself in tasks that you don’t have the time for or the skill to do well, why not delegate them instead? Delegation is an important leadership quality that every business owner should have because most of the time, two heads are better than one.

 

The importance of PPC

Pay Per Click or PPC has become one of the most effective ways of increasing a brand’s visibility and reach. Whether you run a brick-and-mortar or an online business, PPC is unquestionably an efficient way of letting people know that you exist.

As important as PPC is, it does take a lot of time and effort to get it right. While it can be tempting to take over such tasks yourself, getting someone with the skill, experience, and expertise to do it is the better call since you likely already have your hands full dealing with other business matters.

That being said, below are some PPC tasks that you shouldn’t be spending your time on:

 

1. Negative Keyword Management

For a PPC campaign to succeed, you need to get as many quality clicks as you can with the budget you have to work with. One of the simplest ways to avoid unnecessary spending is by managing your negative keywords.

Negative keywords allow you to exclude search terms from your campaigns so you can focus on keywords that matter to your customers. This is crucial because better targeting can put your ads in front of the right users, giving you a better return on investment (ROI).

Researching and identifying such keywords through broad, exact, or phrase match testing takes a lot of time. For a business that’s relatively new, it also needs to be done regularly as much as possible.

You can serve your clients better in this area by assigning someone to take care of the task while you address the other areas that need attention.

 

2. Keyword Expansion

While negative keyword management allows you to exclude certain keywords from your ad campaigns, keyword expansion does the opposite.

Keyword expansion is the process of adding new keywords to your existing keyword list and search campaigns so you rank for more keywords and gain more traffic in return.

If you’re looking to take your clients’ businesses to the next level, keyword research should be a continuous process because a stagnant keyword list will make your business growth stagnant, too. You need to stay relevant and competitive and you’ll never be able to do that if you rely on the same keywords you’ve been using since the beginning.

You’ll obviously need to invest time in this activity because looking for and identifying the right keywords for your clients’ businesses requires deep research. The time and focus it takes to do this is something you can’t afford when you have daily operations to oversee.

keywords

 

3. Ad Review

Another significant aspect of PPC that needs undivided attention is Ad review. PPC Ads take up a considerable part of your budget. As a business owner, you understand the need to get your money’s worth for every Ad campaign you publish.

This can’t be done with just one Ad, of course. You need to retrace your steps and analyze which part of the Ad caused it to perform or underperform so you can make the necessary adjustments.

Was the copy too salesy? Was the image used inviting enough? Is your targeting on point and aimed at the right audience? Is your call to action compelling enough?

This will take a good amount of research, skill, and time. If you want to your clients to get the best bang for their every buck, hiring a dedicated person to do this would be the smart move.

 

4. Landing Page Review

There are several factors that come into play before a user decides to click on a PPC ad and much of it involves the landing page design.

While each landing page contains several elements that have their own unique functions in grabbing audience’s attention, getting each of them right increases your chance of getting the right people to click on your Ad.

Below are the 5 elements of a landing page that need to be present:

  • Unique selling proposition
  • the Hero shot (image)
  • Offered benefits
  • Social proof
  • Call to action
  • After a campaign has come to completion, you then need to answer a number of questions:

Is your unique selling proposition visible and clearly stated?

  • Was the image used relevant to the product?
  • Are the benefits you’re offering properly communicated and readable?
  • Is your call to action in the right place for customers to easily see and follow?
  • Making sure a landing page answers these questions is crucial because this is what most of your adjustments will be based on.
  • From there, you can perform A/B tests so you can single out which combination garners the best results.

Sounds like a lot of work, doesn’t it?

How can you allow yourself time for this when you have more important, high-value tasks you need to focus on?

Delegating this task to someone who has more timer as well as knowledge and experience with landing pages is without a doubt, the better way to go.

 

5. Geotargeting

Also known as local PPC, geotargeting is the process of delivering different content to different consumers based on their geographic locations.

Geotargeting is used in promoting ads to local prospects in paid search campaigns. An excellent example is Google Ads (known before as AdWords) which allows advertisers to specify a location as the only area where their ads will be delivered.

This tactic is essential for businesses that rely on home deliveries and foot traffic like restaurants, brick-and-mortar businesses, and e-commerce sites. The reason behind this is because delivering ads to people outside of the relevant area equates to wasted clicks and impressions which can hurt the marketing budget.

Geotargeting is an efficient way of using funds and is something every business should consider. Like other PPC tasks though, it does demand time and attention which is why getting someone to do it on your behalf is the better option.

 

Final Thoughts

Delegation is essential for a business to thrive. Although it takes a certain amount of trust for a business owner to assign responsibilities to other people, it’s a risk worth taking given the results it promises to deliver.

Getting the right person for the task is key to making it work, especially when there’s so much at stake — not only for each client, but for your agency as a whole. You wouldn’t want to entrust something important to someone who you don’t believe can deliver, would you?

You don’t have to worry about tasks not being done correctly when you have experienced and qualified experts doing them for you. This is why partnering with the right freelance marketplace is the first step to outsourcing PPC tasks without headaches.

Good results earn trust, and once everything is settled with the PPC people you’ve hired, your business should function like a well-oiled machine where every part performs the way it’s expected to. This will give you the opportunity to concentrate on your high-value tasks like getting more clients for your growing business.

Connor Gillivan is the CMO and co-owner of FreeeUp.com, a rapidly growing freelance marketplace making hiring online simpler. He has sold over $30 million online, has hired hundreds of freelancers to build his companies, is a published author, and is the owner of ConnorGillivan.com. He currently lives in Denver, CO.

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