Pay per click Advertising|PPC

What You Need to Know Before Hiring a PPC Expert: A Comprehensive Guide

Should you hire a PPC expert or do it yourself? This is one of the biggest dilemmas that digital marketers face when considering leveraging the potential of pay-per-click advertising. 

Guide to hire a PPC expert

There is no denying that PPC advertising is one of the most effective forms of digital marketing today. And why not! 1/3rd of online users (33%) click on a paid search ad because it answers their search query directly. By targeting the right audience at the right time and with the right message, Pay-Per-Click advertising helps increase brand visibility and drive qualified leads. 

Nevertheless, when it comes to choosing between DIY PPC campaigns and hiring a specialist, the former delivers proven results because they have vast industry knowledge and skills. However, with hundreds of new PPC professionals mushrooming every day, it might be difficult to know who is right for your business. 

Hiring a PPC expert requires good homework. And this comprehensive guide will help you choose right. So, let’s dive in. 

Why Hire a PPC Expert? 

Are you already using PPC, but not getting exceptional results? Do you lack the time, skill, and resources to drive your per-per-click campaigns?

Why Hire a PPC Expert

Hiring a professional PPC specialist can render a wide range of benefits as discussed herewith: 

  • A PPC Specialist is an Industry Expert: It isn’t just their industry knowledge and experience that make them an expert. They also have access to effective tools and resources that make them an ideal choice for specialized PPC campaigns. 
  • Effective Keyword Research: In-depth keyword research is essential for PPC success…something that specialists have mastered over their years of experience. Unlike when you do it yourself, PPC experts spend significant time in keyword research, identifying and bidding on the right keywords that can help improve the visibility of your ad and drive higher clicks. They use advanced keyword research tools that would otherwise cost significantly when you do it yourself.  
  • PPC Account Setup and Campaign Settings: Setting up a PPC campaign can be complex, especially because search engine algorithms continue to evolve rapidly. Only an experienced PPC specialist has the skill to target your campaigns efficiently, improve ad visibility during major timeframes, and reduce costs. 
  • Effective Campaign Tracking: PPC campaign tracking and analysis is crucial to derive actionable insights and improve performance to generate better results. It requires analytical and technical skills, in addition to in-depth knowledge of PPC advertising. Hiring a PPC expert will enable you to focus on your core business, while they will take care of delivering PPC results.
  • Stay on Top of the Latest Changes: Another reason why you should hire a PPC specialist is they continuously upgrade their knowledge and skills to keep pace with the fast-changing world of digital marketing. There is always something to try and test. Staying on top of these PPC trends and leveraging it for your business can help optimize the campaign better. 

So, unless you have prior experience in doing PPC yourself or got ample time in hand, you should consider hiring an expert who can efficiently handle all aspects of pay-per-click advertising and deliver quality results.     

Key Responsibilities of a PPC Expert

So, how a PPC specialist can help optimize your pay-per-click campaign and improve ad performance? What are their primary roles in PPC advertising

Responsibilities of  PPC Expert

Typically, a PPC account manager is responsible for strategy making, designing, implementing, and analyzing ad performance. It is a complex task and requires unique skillset to achieve success in a PPC campaign and drive increased ROI. Some of the key functions of a PPC expert include: 

  • Keyword discovery: For a PPC specialist, it is crucial to understand how online users search for a product or service. They will keep up with the latest trends, perform keyword research, and test different combinations to identify what works out for the best.
  • Competitor research: For a successful PPC campaign, it is important to know what your competitors are doing. And that’s where a PPC expert comes into the picture, identifying the keywords your competitors are getting ranked for, their ad positioning, creatives, etc. 
  • Landing page optimization: Landing pages play an integral role in engaging your traffic and inspiring them to buy. A specialist in PPC advertising will optimize your landing pages using the right keywords, SEO metrics, and content that ensure improved conversions. 
  • Managing ad spend and bidding: They have expertise in bidding on high-potential keywords that will deliver a higher click-through rate, but without breaking the bank. 
  • Campaign optimization: A PPC expert will continuously tweak the ad campaign and make necessary changes to attract more traffic. 
  • Tracking, reporting, and analysis: PPC professionals track key performance indicators like traffic, click-through rate, cost per click, return on ad spend, etc. They will analyze this critical data and convert it into meaningful insights to optimize campaign performance. 

Overall, they are responsible for the entire PPC ad campaign, right from the start to the end. 

5 Questions to Ask Your PPC Expert

Before you hire, here are five important questions to ask that will help you choose the right PPC partner: 

Questions to ask PPC Expert

#1: Are you a certified PPC expert? 

Being certified in Google AdWords or Bing Ads indicates the person’s proficiency and skillfulness in PPC advertising. 

#2: How would you help improve my Google Quality Score?

You should investigate the person’s expertise in handling various aspects of Google AdWords, including Quality Score, Ad Rank, or bidding. They should guide you through definitive steps they will take to improve your overall PPC performance. 

#3: How do you perform keyword performance? 

Since high-potential keywords are a powerful element to attract qualified leads, it is crucial that the PPC expert uses advanced keyword research tools and proven methodologies.

#4: How do you create an ad copy? 

Make sure a PPC ad copy includes the following elements: 

  • Targeted keywords 
  • An attractive and thought-evoking headline 
  • High-quality, engaging, and relevant messaging 
  • A powerful call-to-action 

#5: What are the strategies you adopt to optimize a PPC campaign? 

A good PPC specialist will practice a combination of methods to improve overall campaign performance – competitor research, landing page optimization, keyword optimization, testing new ad copies, continuous monitoring or key metrics, reporting, and analysis. 


A good PPC expert will run efficient PPC campaigns on search engines, social media, and other platforms to drive increased conversions and higher revenue for your business. Make sure you keep the above factors in mind to choose the right PPC agency that can deliver quality results. 

Pay per click Advertising|PPC

How To Block Poor Performing Ad Placements In Apps Using A Script?

The tendency, among humans, to acquire faster and error free services, is at an all-time high. People are trying to come-up with new advancements and technologies. Once human obsession with mobile phones ended, smartphone were launched in the market. This marked the beginning of an endless possibility. Software and app developers worked night and day to introduce applications, which changed the entire smartphone experience. From business, online shopping to entertainment, you will find several apps, which cater to specific needs.

App Monetization: Advertisement Through Apps

With the introduction of these apps, business houses discovered a new channel for advertisement. Mobile applications offer better service, which is not possible for responsive sites.  Each day, more companies are banking on the potential of app based advertisements. These promotional messages offer allow the brand to attain better representation. Reports suggest that only 5% individuals actually take out time to go through e-mail promotions. But app based advertisements reach 97% people, and successfully delivers the sale message.

Facebook Ad Placements

What Are The Advantages Of App-Based Promotions?

  1. Reinforce company’s identity – Apps and related promotional strategies add value to the company’s total worth. A company with a good market reputation has more chances of bagging a bigger share of the market.
  2. More visibility – Apart from more sales, app-based promotions offer the agencies to come to the limelight. Each time an ad flashes on the apps, the clients memory gets reinforced.
  3. Makes brands accessible – It may not be possible for the customers to get to the outlets. It is impossible if the brand is completely portal based. It is here that the smartphone applications come to the forefront.
  4. Creates loyal following – Apps also offer clients an opportunity to stay in touch with the company. This helps the brand to attain a long list of loyal followers.
  5. Clients on-the-go – App-based ads allow people to get information about products, and current sales, while they are on the move.
  6. Database creation – Proper advertisement placements attract clients via the apps. More client engagement allows each brand to create its customer database. These figures will help the company to create and implement promotional strategies in future.
  7. More facilities for customers – App-based promotions offer more than business development. It has a host of facilities. One click on the advertisement will offer interested clients direct access to the official site. Apart from this, app-based promotion channels enable clients to book appointments fast. Customers can check out the complete inventory as well. Lastly, these ads allow interested customers to activate notifications.

Nail The Ad-Placement Game

Facebook is the first company that stated the online advertisement game. Other companies followed Facebook’s strategies to attain more revenue from virtual advertising. It is impossible for any company to gain satisfactory revenue, if it does not have access to user data.

Experts suggest that there are two time-tested ways, which will come in handy, if you desire to earn via online promotions. The first is the trial and error procedure. There is no set strategy that will pave the path for success. It mostly depends on trial. The selection of the ads and channels must be done according to the product.

Facebook Ads

Goal centric app-based campaigns will also offer considerable revenue earnings. In this approach, you need to identify the clients, and send promotional messages accordingly. The Audience Network is more effective for this method. One must be good with data patters, to create a foolproof camping to run on smartphone apps.

Poor App Promotion Placements

Google authorities announced recently that they will prevent bulk execution of promotional messages. This is a bad news for online advertisers. Several brand owners don’t want to opt for ad placement, without any conditions. It leaves rather few opportunities for interested advertisers, even if they have the desire to spend some time in optimization. If you plan carefully, then you will be able to attain more revenue with any ad placement. This shows that all areas are ideal for ad placements. It is just that some sections come with a high price tag.  Careful consideration allows business owners to manage their budget.

Script To Manage Ad Placement On Apps

Unique programs, termed as scripts, help in better promotion via smartphone applications. It searches for applications, which amassed advertisement costs. It acquires necessary information, and judges placement performances with string ‘mobileapp’. The script takes the ad placement CPA and cost in consideration. In case the two are not in unison, then these promotions will be added in poor ad placement list.

It is possible for advertisers to schedule the program. The frequency of the script analysis will depend on the account. If it is necessary then one can opt for weekly or daily script analysis. If the person has adequate information, then he/she can do manage the settings without expert’s assistance.

Script To Manage Ad Placement On Apps

If you want to attain correct analysis, then scripts will directly derive data from ad placement groups. It will prevent the CPA of ads and overall cost to go out of proportion. Scripts are an incredible route for advertisers to increase some new powers over their Google Ads accounts.

At the point when Google rolls out improvements that stun most publicists, those with the capacity to work with scripts can frequently discover sensible workarounds that are exceedingly mechanized and can be redone to your heart’s substance.

Due to automated nature, the interface of ad placement scripts is not good. If you desire to develop the interface, then you need to change several settings. But this can be changed with simple binary patterns. Other experts suggest that spending too little or too much on app based promotions, will fail to produce necessary results. It is here that the automated scripts come to the forefront. During slow days, the automation will trigger the script to increase the daily budget. This, in turn, assists in meeting the monthly targets. Apart from this, people will also be able to maintain a steady ad placement scripting, by making some additional adjustments.

Pay per click Advertising|PPC

Maximize Profitability on Your Branded PPC

Today Google is earning billions of dollars every year from ads. This trend if proof that more and more advertisers firmly believe in using the AdWords platform for growing their reach on the internet.

Stats show that Google made 95.8 billion US dollars in 2017 alone from the ad revenues. We know that PPC and AdWords are putting billions of dollars into Google’s pocket.

However, if you look closely, a few smart advertisers who know how to use the platform in and out are making much more.

Getting PPC to work for your business is tricky, especially if you do not have the right help to do so. However, with the right kind of guidance, you can save a lot of money on your PPC campaigns both in the short as well as long terms.

You can maximize your profitability on the PPC campaigns by making wise decisions at the micro-level.

One micro-level decision that might sound counter-productive in the beginning but actually works in your favour is setting low bids for your branded PPC campaign.

There is a whole suite of tips and tricks that you can use to increase the profitability of your branded PPC campaign right away. Here, we shall discuss the top 5 actionable tips that work at the grass-root levels.

Tip 1: Setting Low Maximum CPC Bids

Conventional wisdom suggests that you should own all your brand and brand-related keywords to make sure that your competitors don’t steal your traffic.

If they get access to your keywords, everything that you do to increase the reach of your brand will directly impact their business positively as well.

To maintain the upper edge in the competitive cut-throat world, you must own your keywords.

Therefore, setting higher CPC bids for your keywords makes a lot of sense. AdWords allows you to set the bids for your clicks manually now.

CPC Bids Setting

However, this fact is true only for a large business that has a lot of competition. Ideally, when you own a brand name and all the related keywords, you should pay much less for it than the competition.

You should effectively save money in the long run. This fact holds true for businesses that involve a lot of competition. However, for the smaller businesses, you might actually lose money by bidding higher for a keyword.

The CPC value of your keyword is extremely low if it is not in demand. So, it is better to stick with the CPC price of the keywords to get excellent ROAS (Revenue on Ad Spend) till your brand name gets traction.

Tip 2: Balance the Use of Brand and Brand-Plus Keywords

Once your brand name has gotten enough traction, you will see that the competition will start targeting your keywords to steal business on the internet.

This may result in a loss worth millions of dollars every year if your business is constantly gaining popularity.

Under such circumstances, it is a better idea to set higher maximum CPC bids to own the keywords and the click prices. This way, anyone who wants to steal your customers will have to cough up a huge price to do so.

You need to protect your brand name on multiple platforms now. Studies show that Facebook is one of the most effective social networks for established franchises.

Social Network for Franchises

By protecting the brand and brand-plus keywords you can easily make sure that the business does not fall into the hands of your competitors.

Finding the inflexion point where you start protecting your keywords is extremely necessary to save money as well as make money in the long run.

Identifying the inflexion point is simple if you use the Google Analytics platform to your advantage to do so. If needed, you can also hire professional SEO specialists that can help you protect your keywords for the long run.

You must protect your brand keywords in both your SEM as well as SEO efforts. Use enough keywords on your native blog as well as guest posts and landing pages to diversify your reach, especially if you own a global business.

Tip 3: Increase Expenditure on Inexpensive Search Terms

You need to establish the right kind of balance between the volume and quality of keywords that you purchase for your brand.

high-quality keywords produce excellent conversions, they might not produce a good ROAS due to high capital investment.

On the other hand, the low-quality keywords do not produce excellent conversion ratio.

However, they can help you get a better ROAS due to the low capital investment. Some of the most expensive keywords on Google can easily go above 50 US dollars CPC.

Expensive Keywords in Google Adwords Advertising

In the initial stages of the business, you need to put equal weightage on accumulating high-quantity as well as high-quality keywords.

An exclusive focus on either will not produce desirable results. There is no fixed ratio in which you can invest between the two different types of keywords.

However, a short period of testing and dynamic adjustment will help you reach the sweet spot.

Even after you do reach the sweet spot, do not stop experimenting since a digital market is a dynamic place and the prices of keywords will go higher with increased demands.

Tip 4: Use the Analytics Platforms to Identify the Best Performing Keywords

You can always use analytical tools like Google Analytics, MOZ and SEMrush to identify the best performing keywords for your business.

Using these tools is pretty simple and straightforward. However, before paying for the premium version of these tools, make sure that you understand the technical nuances of the keywords that you have.

Studies show that over 51% of the Fortune 500 companies use Google Analytics as their primary data analytics tool.

Analytics Platforms to Identify the Best Performing Keywords

Create a whole list of keywords that are relevant to your business and add all the different variations.

Use an excel sheet to break down the long-tail keywords into shorter components and to build more content on the shorter keywords.

The longer keywords will help you increase the conversion ratio and at a lower cost.

However, the chances of a good reach decrease with the long-tail keywords significantly.

Tip 5: Increase Relevancy of Keyword-Based Advertising at Multiple Locations

The thumb-rule for good SEO and SEM practices is that you should never compromise the overall structure of the article/blog to fit in some keywords.

Never give up on the readability and accessibility of the content to increase the number of keywords. Google has strict policies against keyword stuffing now. So, use keywords very judiciously in your content.

Here are a few tips specifically related to keyword identification that will help you get the best results from your PPC campaign.

  • Identify Your Focus (Reach Vs. Targeting): If your primary focus lies on getting more and more customers to the business, focus on reach. For such keywords, the overall price is higher, and they produce a small conversion ratio. However, they can help you reach a wider audience. On the other hand, if you are focusing on condensed targeting, you need to focus on long-tail keywords that will help you save money but get less attention to the business. Ideally, you should strive for an active balance between the use of these keywords.
  • Create a List of Negative Keywords: The negative keywords will help you funnel the more sales-ready leads for your business actively. They will help you make sure that the right type of leads come to your business.
  • Calculate the Cost of Customer Acquisition: Calculating the overall cost of customer acquisition will help you set micro-goals and choose the right keywords. This calculation will also help you reinvest your money into a different campaign if the first one does not produce the desired results.
  • Invest in SEO and Testing: Perform enough A/B testing of both the one-to-one marketing emails as well as landing pages before launching them at a massive scale. Good SEO will help you generate leads organically for your business.


Ideally, you should identify 5-10 core high-quality keywords that you must have for your business and invest in them. Once they start reaping results, branch out into short-tail inexpensive keywords that maintain relevancy to your business.

 A common sales line chart used by most organization consists of the following lines:

  • Total Revenue
  • Total Cost
  • Total Profit

Most of the times, the graph looks something like the following:

Sales Line Chart

This graph is proof that investing a lot of your time and money in keyword selection results in increased sales volumes only for a small period.

For more long-term effects, you need to focus on increasing the quality of content.

Instead of drilling down on the technical nuances of Google AdWords and keyword selection, focus on creating user-friendly content that provides true value to the customers.

This kind of content will help you will a long-term battle and create a sustainable as well as a reliable impression in the market.

Follow these 5 tips to increase the profitability of your branded PPC campaigns. However, don’t get swayed from the fact that customers will come to you only if you provide true value in the long run.