January 4, 2021

Pay Per Click Consultant for Startups


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Focus on your core priorities while we run highly profitable PPC campaigns for your business. Josh Meah and his team of pay-per-click consultants and digital marketers can help you crush competition and catapult your ROI through the roof.

Team meeting to plan strategy

Why Businesses Love PPC Advertising

Pay-per-click (PPC), sometimes called “paid search”, is one of the world’s most popular advertising strategies.  Do you know why? 

PPC advertising is measurable, targeted, cost-effective, flexible, and profitable. 

If you’re like most businesses, you stand to earn at least two dollars in revenue for every dollar that you spend on PPC advertising. You control your budget, monitor ad performance, and adjust your campaigns to continue driving more traffic and conversions. 

Why Businesses Hate PPC Advertising

The catch is that managing and tweaking PPC campaigns successfully takes a lot of time and a significant degree of expertise and experience. Unless you’re good at Google Ads, Analytics, and other PPC tools, you’ll be wasting time and money. Small businesses can waste up to 25% of their budget when they try to manage their own PPC advertising. 

The simple and sensible solution is to outsource PPC advertising (and other digital marketing activities) to a pay per click consultant. A digital marketing company that specializes in PPC management can boost your traffic and sales while eliminating the stress and wastage of managing Google Ads on your own.

How A Pay Per Click Consultant Can Help You Earn More from Google Ads

At JoshMeah & Company, we manage and improve the following areas to increase the return on your Google Ads investment.

Start with Customer Discovery

Digital marketing today is all about offering a smooth and memorable customer experience. We work with your team to understand your business and customers. This startup phase helps us set expectations and goals. Learning more about your target customers’ intents and behaviors primes our experts for keyword research, campaign planning and other digital marketing activities.

Conduct Keyword Research

Success with PPC advertising depends on robust and agile keyword research. Google’s AI based algorithm RankBrain evaluates the intent and context of search queries for displaying search results and displaying ads. Therefore, the keywords you select for PPC must be relevant to the search intent and pretext as well as the content on your page. 

Example of keyword research.

Irrelevant keywords can cause your ad to be displayed for search terms which don’t connect with your business. This results in a low click-through rate (CTR) and pulls down your Google Ads Quality Score. That low score means you have to bid higher for displaying your ad in the same position. Some of the users may still click on your ad and you’ll end up paying for a lot of clicks that never had any chance of converting to sales.

JoshMeah & Company deploys best-in-class keyword research tools to uncover new keyword opportunities and long- and medium-tail keywords that we use to create highly targeted Ad Groups.

Optimize Google Ads Account Structure

The structure of your Google Ads account tells Google how you want your ads to be triggered as well as where and when you want them to be displayed. A well-built Google Ads account is essential if you want to reduce the number of useless clicks as well as the cost of PPC advertising. 

A Google Ads consultant establishes a sound account structure that helps you drive better results through all the campaigns that you run in the future. A badly structured or incoherent Google Ads account can do the opposite. As digital marketers and pay per click experts, we advise you with PPC strategy and help you decide how to structure your account—which products and services to promote, which customer segments to target, how to build your Ad Groups, and so on. 

Set Up Search Campaigns

If you’re signing into your Google Ads account for the first time, beware! Google would like you to plan and launch your first campaign right off the bat. The workflow is designed to prompt non-expert startups into planning and launching their own campaigns without optimizing. For example, this is the screen you see when you sign in for the first time.

Options available when logging in to Google Ads the first time.

The temptation may be to select your goal and click Next, which will take you on an easy path to start advertising yourself. But the results of these non-optimized campaigns are often less than optimal. 

A pay per click consultant would click on that tiny link at the bottom that you might have missed. Clicking that link would take you on a different path.

The opening Google Ads screen showing the location of the "expert mode" link.

The Expert Mode really has tons of settings that actually require an expert to configure. Hiring a pay per click expert and running your campaigns in Expert Mode can deliver significantly better results. 

Ad Creative

Each ad should incorporate keywords from the tightly focused Ad Group to which that ad belongs. At the same time, it should also appeal to the needs and wants of its target audience. It should be drafted in a way that drives people to click on it. Take a quick look at the following PPC ads that appear when you search for running shoes online. Which one are you more likely to click? 

Examples of ads for comparison. Top ad has sitelink extensions for more options and content.

In my opinion, the first ad wins this competition before it even begins. It occupies a bigger area compared to other ads. Probably the advertiser’s pay per click consultant or agency has done a nice job of implementing multiple Google Ads features and a thoughtful bidding strategy. The headline answers our search query better than other ads. The headline and the ad copy mentions free shipping and 365 day return.

The more people who click on your ad, the higher your click-through rate (CTR) is going to be. Maintaining a higher CTR over several campaigns improves your Google Ads Quality Score, a metric that Google uses to decide ad positions and bids. A higher Quality Score would mean you can bid lower and still get higher ad placements. 

Set Up Conversion Tracking

Another important thing that a PPC consultant does for your business is to implement conversion tracking. They install a tag on your website that tracks the conversion actions taken by visitors who come to your page after clicking on your ads. 

Dialog present when setting up tracking.

Conversion tracking is crucial for evaluating your campaigns and measuring your RoI and cost of acquisition (CoA). These are metrics that you must track if you don’t want to keep losing money on advertising.

Budget and Bidding

There are a bunch of options in the Budget and Bidding section that, if optimized, can significantly improve the results of your PPC campaigns. For example, you can define a target CPA (cost per action), target ROAS (return on ad spend), target impression share, or choose another way to bid.

Where to find and select bidding choices.

You can always use the bidding strategy that Google recommends. But having a pay per click consultant by your side can help you run your campaigns more profitably and more confidently.

Implement Ad Extensions

Google Ads offers no less than ten different ad extension types that you can use. Ad extensions typically improve the CTR of your ads by several percentage points. They allow you to provide more information in the ad than allowed solely in the ad content.

Ad extension choices present in the browser.

Your pay per click consultant suggests and implements the most suitable ad extensions to get you more site visits, phone calls, and store visits, depending on your campaign goals.

Set Up Ad Groups

The next critical component that must be set up correctly is the Ad Groups. Ad Groups are much more specific than the overall campaign. For example, if you’re running a campaign for camping gear you may create separate Ad Groups for tents, boots, and backpacks.

 A campaign can have several Ad Groups, but if you create too many of them you might exceed your budget and resources because there will be too many ads and landing pages to create and manage. Each Ad Group should contain no more than 10 to 20 keywords. The keywords must be relevant to each other as well as to your product or service. 

Example of ad groups and keywords, based on the products "tents", "boots", and "backpacks".

Each Ad Groups should contain no more than 2 to 3 ads. These ads will be triggered when a search query matches any of the keywords in that Ad Group. 

How you configure your Ad Groups depends on the nature of your business and products or services. For example, you can create Ad Groups based on customer demographics or product types. A pay per click consultant should have a broad knowledge of marketing and should be able to assist you with the strategy, as in which products or services you should promote in one Ad Group.

Create and Improve Landing Pages

Josh Meah & Company designs landing pages leading to a high conversion rate for your PPC campaigns, converting visitors  into paying customers. The essential elements of a high-converting landing page include the following:

  • A high-quality, stunning hero image or video
  • A compelling headline that states the key selling proposition
  • A secondary headline stating two to three additional selling propositions
  • Customer testimonials or reviews
  • Social proof such as the number of social media followers
  • Trust signals such as case studies and client logos
  • An intuitive layout and visitor workflow
  • Prominent call-to-action buttons
  • Optimized CTA copy

It’s also important to create different variants of your page by changing key elements—such as CTA copy, color scheme, layout, and headlines—and conduct A/B testing to select the best option.

JoshMeah.com is a great example of a powerful landing page.

Example of JoshMeah&Company's landing page.

In fact, every page on our website is designed like a landing page, complete with all the essential elements.

Tracking and Reporting

Google Ads PPC is not a medium that you can fire and forget. You need to constantly track your performance by using Google Ads reports, Google Analytics, and other third-party tools. Most pay per click consultants and agencies provide daily, weekly or monthly reports containing important KPIs. Some of the metrics that a PPC user must track include the following:

  • Clicks
  • CTR (Click Through Rate)
  • CPC (cost per click)
  • CPA (Cost per Acquisition)
  • Conversion Rate
  • CPM (Impression Share)
  • Average Ad Position

Josh Meah and his team don’t wait for the reporting cycle to end. We monitor your campaigns in real time and make immediate adjustments to extract the best value from each dollar you spend.

Do You Need a Pay Per Click Consultant?

A startup spends from $4,200 to $60,000 per year on PPC advertising. You might waste a quarter of this amount every year if you manage your pay per click advertising without the assistance of a PPC expert. You’ll also be wasting a lot of time and energy that could’ve been better spent on your core business activities. A professional pay per click consultant takes on most of your headache and delivers better results than you could have achieved running your own campaigns.

Want to run highly profitable PPC campaigns to launch your startup or grow your business? Contact Josh Meah today!

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