Choosing a PPC (Pay Per Click) specialist is critical to a successful pay per click advertising campaign. Pay per click advertising is not easy and does take some time to learn and perfect. A PPC specialist not only knows the best keywords to target but also how to advertise and where to advertise once they have the keywords under control. Pay per click advertising can drive highly targeted visitors to your site, converting sales at a higher rate than ever before. PPC specialist know how to put a small ad in front of the top PPC search results on the first page of the SERPs (Search Engine Results Pages).
Much goes into creating a PPC campaign that will successfully generate website traffic, online conversions, bids and winning bids. A PPC specialist must identify which keywords they wish to bid on and how much they are willing to pay for a keyword in the bidding auction. They must also understand industry trends and how to decipher the data provided by pay per click services such as comScore. Industry trends are a valuable commodity when it comes to marketing campaigns. Industry trends give a marketer insight into how well a particular product or service is doing or is likely to do on a particular keyword.
If a PPC specialist has access to the right tools they can provide an owner with some excellent insight into current market trends. PPC trends are a valuable asset to any online business owner because they allow a business owner to create successful campaigns by understanding which keywords to advertise with, what keywords to avoid and how to increase conversion rates. Keeping up with industry trends is much easier when a PPC specialist is handling all of the PPC campaigns for a company. However, if a PPC specialist has limited experience they might not always be aware of important trends happening throughout the industry. In these cases it is best for a new company to outsource their PPC needs to a professional digital marketing agency.
Once a PPC specialist has defined a campaign, they will begin to optimize it. Optimizing a PPC ad involves creating ads that draw traffic from organic searches and from PPC ads. Organic search optimization is an important part of any PPC strategy. By driving traffic to a website from organic searches the PPC specialist will increase the chances of an ad being clicked. PPC ads need to have very high traffic in order to be successful. The PPC specialist will optimize the ads so they will attract the users that the business is trying to reach.
Facebook Ads is another tool that a PPC specialist can use. Facebook Ads can be integrated into a PPC campaign but the process involves a lot more attention than that of optimizing an organic campaign. A PPC specialist cannot go into the specifics of how to set up a campaign on Facebook. There are tutorials and videos that can help a user to learn how to integrate ads into their Facebook page. In some cases a PPC specialist may be able to make a campaign to go on Facebook with ease.
Another way to keep track of campaign performance is to use a PPC keyword planner. This tool is designed for tracking keyword performance. A PPC specialist will enter in the keywords that they think potential customers will be using to find the businesses that they are looking for. With a PPC keyword planner, the PPC specialist can see how often the keywords being used are used as well as the number of times that these keywords appear on a competitor’s site.
Keyword research tools can also be used by PPC specialists. Keyword research tools allow PPC specialists to find keywords that other companies are bidding on, they can also find competitive keywords that other companies are not bidding on. PPC specialists can save time by using this tool because they do not have to search for the exact phrase that someone else is bidding on. Instead, the PPC specialist can let the keyword planner run reports on keywords that other companies are already bidding on.
SEO specialists must monitor the current trends and changes in order to make successful PPC campaigns. If a business takes a stance on only following the latest trends, they could find that their campaigns are ignored by other businesses who are following the latest trends. SEO specialists must find out what the current trends are and then use these trends to help PPC specialists come up with successful PPC campaigns.