Building any team in-house is always considered a more cost-effective and
convenient option—and building an in-house PPC consultant team is no exception.
However, in doing so, you might unknowingly be compromising on the level of
‘expertise’ required in driving effective PPC advertising.
In this guide, we’ll explore why you must go the ‘hiring’ route and create a team of
diverse, well-skilled PPC consultants (instead of creating a team from scratch inhouse).
Right, let’s get to it!
Who Are PPC Consultants?
PPC consultants are basically experts in PPC advertising. They help you to optimize
and plan your PPC campaigns on all kinds of paid networks—from Google Ads to
social media platforms.
But what is PPC?
PPC stands for pay-per-click (PPC) advertising, a form of digital marketing model
where advertisers pay a fee each time their ad is clicked. It appears on a website or a
search engine. In essence, it’s a way of buying visits to your site rather than earning
them organically
PPC advertising is prevalent on search engines (like Google), social media platforms
(such as Facebook, Twitter, and LinkedIn), and other online channels.
Why Are PPC Consultants Important?
As a seasoned marketer, you understand (better than most) how convoluted the
advertising game can become if executed unmindfully.
After all, there are multiple moving parts to take care of.
Instead of losing sight of your short and long-term goals, what you need is a sort of
“backstage crew” or someone who can optimize your campaigns for maximum
impact.
This is where PPC consultants come into play.
They can:
- Strategize and align every PPC campaign with your ultimate business objectives
- Alter PPC campaigns on the fly as the market dynamics shift
- Ensure maximum return of your ad budget, extracting optimal value from each click
This way, they act as indispensable partners in your marketing journey, offering a set
of specialized skills to navigate the intricate world of pay-per-click (PPC) advertising.
The PPC Landscape: What Is the Data Telling Us?
As per Statista, the global search advertising spending is expected to reach 190.5
billion U.S. dollars by 2024-end.
This makes sense as, conservatively speaking, Google estimates that “businesses
make an average of $2 in revenue for every $1 they spend on Google Ads.”
Moreover, around 40% of marketers claim to use automation for their paid ads
efforts:
Clearly, PPC advertising is thriving and how
Now, the million-dollar question: “Should you hire external PPC consultants or build
an in-house team?”
Our money is on the former. Keep reading.
PPC in Action
Whether you realize it or not, you’ve interacted with PPC campaigns for nearly every
topic or theme under the sun.
Let’s say you want to purchase a new perfume.
So, you go to Google and type: “Buy perfume.”
The first snippet that you see (which is labeled as “sponsored”) is an example of a
PPC campaign:
5 Reasons to Hire PPC Consultants in 2024
Hiring PPC consultants can significantly benefit your business for several reasons.
Here are the major reasons why bringing PPC consultants on board can be a gamechanger:
Benefit #1: They’re the Experts in the Field
PPC consultants bring specialized knowledge and experience to the table, both of
which are honed through years of spearheading diverse PPC campaigns.
Most consultants possess expertise that spans a cocktail of platforms such as
YouTube paid ads, Google Ads, social media channels, and other paid networks.
Value-Adds and Skills You Get:
- Campaign Optimization: PPC consultants excel in optimizing campaigns for maximum efficiency. For instance, they can fine-tune ad copy, keywords, and even targeting parameters. If you want your ads to reach the right audience and generate high-quality clicks at the same time, outsourcing your PPC work is the way to go.
- Strategic Insight: With a finger on the pulse of the current industry trends, PPC consultants can provide strategic insights and guidance. It is literally their job to study the industry trends and align your PPC campaigns with your business goals.
Questions You Can Ask the PPC Specialist/Firm:
- Can you share examples of successful PPC campaigns you’ve managed in the past?
- How do you stay updated with the latest changes in PPC platforms? How do you keep tabs on the current industry trends? Please elaborate
The learning: Campaign optimization and insight-sharing are skills that may be hard
to replicate with an in-house team, given the time and budget issues.
Benefit #2: Cost-Effective Option
Contrary to popular belief, hiring PPC consultants can be cost-effective.
If your business is struggling with budget constraints, hiring PPC consultants can
open the door to top-tier expertise without committing to the expense of a full-time
team.
The logic is that these consultants offer specific, specialized knowledge that can
benefit your campaign in more targeted ways.
Value-Adds and Skills You Get:
- Budget Management: To reiterate, PPC consultants are adept at maximizing the value of your ad budget. They can:
- Allocate funds more strategically
- Focus on high-impact areas’
- Ensure optimal returns on investment
- Efficiency: With a streamlined focus on PPC, these consultants can operate with greater efficiency. More importantly, they can eliminate the need for extensive training and ongoing management that are the side-effects of handling an in-house team.
Questions You Can Ask the PPC Specialist/Firm:
- How will you allocat budget for our [XYZ] PPC campaign? Please illustrate
- Can you provide a breakdown of your pricing structure and the services covered?
The learning: With external PPC consultants, you end up paying for the precise
skills and services you need. This means zero overhead costs that come with
maintaining a full-time, in-house team.
Benefit #3: Operational Agility and Innovation
The ever-evolving digital advertising landscape needs PPC consultants who can
adapt your campaigns to the changing business environment.
If you want your strategies to remain relevant and responsive, hiring PPC consultants
makes sense—financially and otherwise.
Value-Adds and Skills You Get:
- Real-time Optimization: PPC consultants can:
- Monitor campaigns in real-time
- Make data-driven adjustments promptly
- Capitalize on emerging opportunities
- Mitigate challenges without any denting effect on your business
- Adaptability: They can also adapt strategies to changes in algorithms, user behavior, and market trends, keeping your campaigns ahead of the curve, always.
Questions You Can Ask the PPC Specialist/Firm:
- How do you stay informed about the latest changes in PPC algorithms?
- Can you share an example of a campaign where you had to adapt to a market change quickly? What did you do differently?
The learning: If your business operates in an industry that is rapidly evolving,
prioritize the ‘adaptability’ of external PPC consultants over building an inhouse team.
Benefit #4: Data-Driven Decision Making
Hiring PPC consultants is also a smart move from a data-backed, decision-making
perspective. These consultants can leverage data from multiple touchpoints to help
you make informed decisions.
Plus, they are trained in using analytics tools to extract actionable insights and guide
your campaign in the right direction.
Value-Adds and Skills You Get:
- Analytical Expertise: PPC consultants are proficient in:
- Interpreting campaign data
- Providing robust, 360-degree insights into user behavior, conversion patterns, and areas for improvement
- Continuous Improvement: PPC consultants also understand the importance of ‘committing’ to data-driven decision-making to ensure that your campaigns are continually being optimized for better performance.
Questions You Can Ask the PPC Specialist/Firm:
- How do you plan to utilize data to optimize and improve PPC campaigns over time?
- Can you share an example of a PPC campaign where data analysis led to significant improvements in conversions or revenue?
The learning: To increase your return on investment, capitalize on the analytical
prowess of PPC consultants (pun intended).
Benefit #5: Increased Focus on Core Competencies
By outsourcing PPC responsibilities, you can free up your in-house team to focus on
their core competencies (read: handling disgruntled customers, innovating new
products, and more).
As you can imagine, this strategy ensures every aspect of your business operates at
peak efficiency.
Value-Adds and Skills You Get:
- Specialized Focus: PPC consultants are often specialized in their approach and skill set. This means your team does not need to worry about how well your PPC campaign is performing—you can leave the grunt work to the experts.
- Enhanced Collaboration: PPC consultants can also work seamlessly with existing teams and integrate their efforts into the broader marketing strategy without creating internal disruptions—a win-win for all!
Questions You Can Ask the PPC Specialist/Firm:
- How do you intend to collaborate with our internal teams to ensure perfect alignment with our marketing strategy?
- Can you provide examples of successful collaborations with in-house teams in previous projects? What were some offbeat strategies that helped get the team in sync?
The learning: If you are grappling with limited internal resources, consider
leveraging the ‘focused’ expertise of an external PPC consultant so that your internal
teams don’t feel burned out.
Wrapping Up
Hiring a PPC consultant can ensure every click contributes meaningfully to your
company’s bottom line.
Moreover, these experts can:
- Develop a comprehensive PPC strategy for all platforms and channels (think: Google Ads, Microsoft Bing, Facebook, YouTube, LinkedIn, etc.
- Build, modify, and optimize PPC campaigns every day (if needed)
- Measure the campaign performance and A/B test versions.
- Find and update keywords to improve results.
- Create in-depth reports on what went wrong and what can be done better for future campaigns.
Make sure you research thoroughly before hiring a PPC consultant to guarantee that
you’re getting the most out of your advertising budget. These
If you want measurable results for your digital advertising efforts, choose expertise over
convenience and connect with the LeadExperts team today!
