I'm quite curious about PPC expert help. I have an Adwords campaign, each click costs a respectable amount, the CTR is pretty good and therefore the resulting new clients are good too.
I haven't really researched how to use it much though besides the basics so, I'm curious about just how much an Adwords specialist could really do and whether it would be worth large monthly fee's for campaign management.
Hi there,
You'll have to forgive me entering this discussion without introducing myself first. Take what I say with a grain of salt, since this is what I do for a living and I'm obviously biased.
There are three key things that any Adwords specialise worth his or her salt should be doing.
1.
Scalability. The long term goal of an AdWords campaign is a predictable, positive return on investment. Over the long term, you should be confident that for every £10 you put into an Adwords campaign, you get, say £17 back.
An Adwords specialist can help you get there by building a testing regimen, ensuring that you have effective landing pages, structuring your account effectively, etc.
2.
Downward CPC pressure. Google's auction model is diabolically smart, as the cost per click for almost every keyword will always have upward pressure. You're not only competing against your competitors, you're also competing against people in related niches who are using broad match keywords too liberally. Google wins out of that state of affairs.
A good Adwords specialist will help keep downward pressure on your CPC. (Hopefully, enough downward pressure to offset the management fee.) There are a number of tactics to achieve this; but they all amount to making sure you have a high quality score, and cutting waste out of your account.
3.
Time. This is the biggie. Achieving the first two points with any degree of success takes serious time. A good Adwords specialist should instil enough confidence in you that you trust them to get on with the business of Adwords so you can get on with the business of your business.
An Adwords account really needs to be checked on, tweaked where necessary, experiments recorded, etc -
every day in order to grow scalable. An Adwords specialist should take that burden from you.
Right, so that was more of a rant than I had meant it to be, but it's a good starting point about what an Adwords expert actually does.
As to whether or not they're worth the money, at the end of the day, if they're not providing more tangibale or intangable value than they charge your business, they're not worth it.
but I truly believe that outsourcing PPC management once your size and spend reaches a certain scale is the right way to take the activity to the next level.
