While Google has made AdWords easy set up and manage, hiring an experienced professional can actually can end up costing you less.
There are two reasons for this:
Hiring a pay per click management firm can be cheaper because of Google’s quality score algorithm. This is the formula Google uses to decide what ads to show and where to position those ads. It’s not just a matter of who’s willing to pay the most either – a big part of the formula is how relevant Google deems your ad to be.
Although it might seem counterintuitive at first, Google will often favor the ad of someone willing to pay less than what their competitor would. This is because Google only gets paid when someone actually clicks on your ad. Here’s an example: If someone bids $5 for a click and 1 out of every 100 people clicks that ad, Google makes $5 for every 100 times that ad is shown. Now if someone else bids only $1, but 10 out of every 100 people click on the ad, then Google makes $10 for every 100 times that ad is shown.
Even though Google is getting paid one fifth as much for each click, at the end of the day they’re making twice as much. In this example, the advertiser who only bid a dollar per click is getting a great deal. They’re spending a lot less on each click than their competitor, they’ve got compelling ad copy that’s grabbing the user’s attention, and they’re also getting a lot more potential leads to visit their website.
This leads into the second reason why hiring a partner can be more cost effective than doing it yourself: return on investment. When you’re paying less for each click, it’s a lot easier to make up that money with a sale. Also, if you’re getting your sales pitch in front of ten times as many customers, you’re also a lot more likely to be making sales.
A good partner will look at more than just your ads, too. Not only will they help make the traffic to your website cheaper, but they’ll also help you make your website more effective at converting that traffic into qualified leads or sales. With a qualified professional by your side, your ad campaign can be cheaper and more cost effective.
Are there other ways you've found for saving money on Pay Per Click ads? Let us know in the comments below!
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