In the early stages of a business, many of the digital marketing tasks are kept internal. But as the company grows, there inevitably comes a time when certain tasks, such as PPC management, are better left to specialized experts.
But how do you know when you reach that point? What are the signs that you need to hire a Google Ad campaign manager?
Here are some crucial indicators you should keep an eye out for.
Your Team are Generalists, Not Specialists
Perhaps each member of your marketing team has general knowledge on the efficacy of Google Ad campaigns—but without a dedicated expert, there’s going to be a lot of trial and error. There’s a lot more that goes into a successful PPC campaign than simply setting up an account and bidding on keywords. A Google Ad manager can help with a variety of tasks, including:
- Account setup
- Keyword research
- Keyword bidding
- Ad creation
- Copywriting
- Landing page creation
- Ad testing
- Split testing
- Conversion optimization
Although it’s possible to quickly move the needle with a PPC campaign, there’s no guarantee that it will. If you want to thrive, you must be able to handle all of the above tactics. Otherwise, you’ll need to find someone who is capable.
You Don’t Have the Time
Maybe you have the expertise for PPC but lack the time. Managing a single Google ad campaign is time and labor-intensive. Just to get the ad running you need to find the right keywords, bid on them, build custom landing pages, craft messaging that resonates. Then, for the ad to be effective, you’ll need to continuously monitor, tweak, and optimize your efforts.
Plus, the amount of attention a PPC campaign requires increases exponentially with each new keyword you add to the equation.
Eventually, you might reach the point where Google ad management is draining too much of your limited time. If that’s the case, you would most likely be better off hiring a Google Ad campaign manager so that you can direct your attention toward a subject that actually requires your expertise.
Your Metrics Aren’t Showing ROI
While every PPC campaign is unique to the business, there are some key metrics that clearly indicate that you need help. These include:
- Quality score (QS) is below average – QS is how Google measures the quality and relevance of your ads. A low score shows that your ad and bids were poorly done.
- Too many or too few clicks – Either result is typically an omen that something is inherently wrong with your ad. Too many clicks often mean that the ad isn’t targeted enough toward a narrow audience. And too few signals that it lacks relevance.
- Poor conversion rates – Remember, the goal isn’t to get clicks but to convert. If your profitability is dropping or you’re getting clicks that aren’t converting, you need to review and then make some immediate changes.
- Decreasing ROI – Ideally, your ROI should increase over time as you optimize your campaign. Should the opposite occur, PPC managers could analyze your data and review your strategies to see where your campaign is floundering.
Semgeeks—Your PPC Management Company, NJ
Are your Google ad campaigns providing lackluster results? Or do you simply not have the time to investment in your PPC campaigns?
You’re not alone. If you want to drive value with every click, we’re the team for you.
Here at Semgeeks, our paid search team consists of PPC managers and Google analytic consultants that you can rely upon to derive the most value out of every campaign. Whether it’s keyword planning, forecasting, or analytics, we do what it takes to convert.
Ready to start seeing results? Let’s chat.
Sources:
Google Ads. About Quality Score. https://support.google.com/google-ads/answer/6167118?hl=en
