Why Should My Business Use Google Adwords PPC Management

Why your business should use Google Adwords plus 5 reasons your business should outsource PPC Management.

5 Reasons to outsource PPC management

Why Small Businesses Should Use Google AdWords

Many small businesses find it hard to justify spending money on paid advertising solutions, viewing them as a financial black hole. While there are many advertising platforms that will drain your budget, others can have the opposite effect by attracting customers and generating sales. Google AdWords, for instance, is one of the most cost-effective advertising platforms for small businesses, and here’s why.

Let’s start with this interesting fact; Google owns 71% of the search market share. (Netmarketshare.com). It should go without saying that if you want your business in front of your customers online, then Google Adwords is the place to start.

2.7% Average Conversion Rate

According to a study conducted by SearchEngineWatch, the average conversion rate on Google AdWords (search network) is 2.7%. That’s a substantial amount higher than conversion rates found on other advertising platforms. Of course, certain industries can expect an even higher conversion rate, with insurance and finance at 7.19% and consumer services at 5%.

Pay Only When Your Ad is Clicked

With Google AdWords, you only pay when a qualified user searches for one of your chosen keywords and proceeds to click your ad. You aren’t charged for displaying your ad, rather you are charged when someone clicks it. Known as “pay-per-click” (PPC), this means you can easily optimize your AdWords campaigns by comparing your average cost-per-click (CPC) to your earnings-per-click (EPC). If your EPC is greater than your CPC, you have a profitable campaign on your hands.


Use Google Adwords to Increased Brand Recognition

According to Google’s own findings, consumers who see AdWords ads for a brand are 155% more likely to search for more information about that brand. As such, you’ll benefit from AdWords even if your ads receive few-to-no clicks. Over time, users will notice your ads and recognize your brand. So the next time they want to buy a product or service your business offers, they’ll probably choose your business instead of a competitor.


Budgets Big and Small

Some traditional banner advertising solutions require a minimal deposit, which is often more than what business owners are willing to pay. With Google AdWords, however, you can spend as much or as little as you want. This is important especially for many small businesses or start-ups that need a lead/sales generation method that will grow with their business.


Guaranteed Inclusion

It’s not secret that Google is the world’s leading search engine, so if you want to reach a larger audience you’ll need to get your business listed here. Search engine optimization (SEO) is one method for getting listed in Google, but unfortunately there’s no guarantee of inclusion with SEO not to mention it’s become very difficult and very costly. AdWords, however, ensures your business is listed in Google immediately for your preferred target keywords and or audience.

I still hear many small business owners ‘expecting’ their website to show up organically and all it takes is a little SEO. If you’re in that mind set, here are some interesting statistics that might help you see just how relevant Google Adwords is:

89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. (Google Research)

• For high commercial intent search queries, the top three ad spots take about 40% of the clicks on the page. (The War on Free Clicks)

• 98% of searchers choose a business that is on page 1 of the results they get. (BrightLocal).


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5 Reasons to Outsource PPC Management

Pay-per-click (PPC) advertising platforms like Google AdWords, Bing Ads and Facebook Ads offer a cost-effective way for businesses to promote their respective products and services. But if you want to leverage the full power of PPC, you should consider outsourcing it to a third-party marketing agency, and here’s why.


A/B Split-Testing

Outsourcing PPC management to a marketing agency means you’ll always have new ads and creatives being split-tested. Split-testing is critical in PPC advertising, as it reveals what “works” and what doesn’t. Granted, you can always perform A/B split-testing yourself, but a professional marketing agency takes this burden off your shoulders. They’ll monitor all of your ads and creatives, deleting the underperformers and replacing them with new ones as needed. You’ll find that in order to keep your Adwords campaigns running effectively and profitably a fair amount of hands on assessment and tweaking needs to take place.


On-the-Fly Bid Adjustments

If you want to succeed with your PPC marketing campaigns, you’ll need to manage your bids accordingly – or at least find someone who will. Advertisers are constantly raising and lowering their bids in an attempt to maximize their return on investment. When an advertiser adjusts his or her bid, however, it may change the position of your ads, in which case you may also need to adjust your bids. A professional marketing agency can closely monitor your PPC campaigns, making adjustments on the fly when deemed beneficial.


Ad Extensions

Many business owners can set up their own PPC campaigns, but they often lack the knowledge necessary to optimize their campaigns. Google AdWords, for instance, supports something known as “ad extensions,” which is a feature that includes additional information in your ad. A professional marketing agency knows which ad extension to use and more importantly how to use them.


Deep Analytics

Digital marketing agencies have the tools and experience needed to perform deep analytics into your PPC campaigns. Why is this important? Well, using the data acquired through analytics, they can optimize your campaigns for higher performance. Many digital marketing agencies manage hundreds of accounts, so it’s safe to say they know a thing or two about analyzing data and using that data to improve their clients’ campaigns.


Smart Investment

While it costs less upfront to create a PPC campaign, you have to think of professional PPC management as an investment. Sure, you’ll pay more to have your campaigns professionally managed, but you’ll also earn more money on your campaigns.



Many business owners can see that Google Adwords can be a very effective way for your business to gain visibility, traction and sales.  Unfortunately, what many business owners find is that Google Adwords can be a financial black hole when not done properly. Ultimately, outsourcing your PPC management to an agency can take the pressure off of you while generating a good return on investment.