In 2023, over 406,000 new businesses were launched in Australia alone. This means that to stand out from the crowd, small businesses must fight to improve their online visibility. One way you can achieve this goal is through PPC advertising - a strategy that has been proven to raise brand awareness by a massive 80%.
What is PPC?
PPC (Pay-Per-Click) advertising is a marketing strategy where the advertiser pays a set fee each time a user clicks on their ads. As these highly targeted ads can be placed in a variety of locations, from search engines to social media, they are one of the easiest ways to raise brand awareness.
As the landscape of PPC advertising continually changes, having a PPC management company work on your campaigns can be invaluable. However, as this is such a crucial service, you must be able to find the right fit for your business.
10 Ways to Choose The Right PPC Campaign Management Company for Optimising PPC Campaigns
When looking at PPC campaign management agencies in Sydney and across Australia, look for one that:
1. Offers a Bespoke Strategy
Your PPC agency should have a clear and concise plan in mind that is specially tailored to your business needs and goals. Do not settle for a cookie-cutter-style campaign that is utilised by countless other businesses.
2. Excels at Keyword Research
Keywords and keyword placement dictate your position in search engine rankings. Given that the top-ranking page often receives the most search traffic,
it is clear that the right keywords can make or break your brand. A trustworthy PPC agency will excel at keyword research, ensuring that your ads receive maximum exposure.
3. Monitors Analytics
A successful PPC campaign requires continuous monitoring to ensure that goals are within reach. The right campaign management company can analyse data, such as click-through rates and user engagement, to ensure you remain on the right track - or implement changes when necessary.
4. Tracks Consumer Habits
The success of PPC ads lies directly in their ability to grab the attention of your target audience. For this reason, campaign management companies should have a robust understanding of your consumer habits. For example, they should know what device they are using, the time of day that they search online, and what keywords they are implementing. This knowledge will help you to create powerful PPC ads.
5. Defines Useful KPIs
Identifying useful KPIs (Key Performance Indicators) plays a pivotal role in ensuring you receive the best possible return on investment for your PPC campaigns. The right campaign management company will help you to understand useful KPIs for your business, including share of impressions, CTR (Click-Through-Rate), CPC (Cost-Per-Click) and, of course, conversions.
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6. Leverages Remarketing
When customers engage with advertisements and visit your websites but aren’t converted, this is not a lost cause. Remarketing (or retargeting) can help to recapture their attention, encouraging future purchases.
7. Optimises for Mobile
Our phones are nearly always in our hands. In fact, at the end of 2023, mobile devices accounted for 58.67% of global web traffic. A PPC campaign management company can use this knowledge to their advantage, designing ads that are accessible and mobile-friendly.
8. Chooses The Right Channel(s)
As mentioned above, PPC ads can be placed in various online spaces, from search engine results pages (SERPs), social media platforms, and other digital spaces. Campaign management companies can position your ads in the spaces in which they will perform the best.
9. Tests Ad Copy
Your ad copy should be relevant and compelling in order to encourage viewers to visit your site. PPC campaign management companies should always run basic tests before an ad campaign to ensure the copy is effective, compelling, and keyword-optimised.
10. Understand Your Business and Its Products/Services
Different businesses require different kinds of campaigns. A good PPC campaign management company should take the time to get to know the ins and outs of your business so that they can help you take your business to the next level.
If you’re ready to take the next step and boost your ROI with a PPC campaign management company that you can trust, reach out to The Change Starter today.
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