Hiring a PPC Expert? Here are the Things that You Need to Know Before Investing
Running paid search marketing campaigns can be a game-changer for your business, but only if done right. If you’re thinking of hiring a PPC expert or agency, there are some critical factors you need to consider before making the investment. A poor decision can cost you money with minimal or no returns, whereas the right expert can maximize your ROI.
With growing competition across industries, it’s essential to ensure that you’re partnering with the right professionals. Let’s break down key aspects you should evaluate before hiring a PPC specialist.
Is Your Niche Too Small?
One of the most common mistakes business owners make is assuming that there’s a significant demand for their service when, in reality, the search volume is too low.
For instance, I recently worked with a client specializing in investigating podiatrist malpractice. While the market for podiatrists is substantial, the demand for investigators in foot malpractice cases was minimal. As a result, running ads on these keywords was ineffective. We mutually decided to stop advertising in this niche due to the low search volume and conversion potential.
Before you start a campaign, use Google Keyword Planner and Google Trends to check the demand for your product or service. If the data suggests low search volume, you might want to reconsider your PPC strategy to avoid wasting your budget on non-converting clicks.
Do They Have the Right Credentials?
Google continues to evolve its certification programs for marketers. When hiring a PPC agency or expert, ensure they have up-to-date Google Ads certifications. Here’s how you can verify their credentials:
- Look for the official Google Partner badge on their website.
- Click on the badge to confirm it links to Google’s official portal.
- Use Google’s Find a Partner tool to verify their standing.
A Google Premier Partner badge is even better as it indicates the agency meets Google’s highest performance and spending requirements.
What Is Their Analysis Process?
A successful PPC campaign starts with deep research and analysis. If an expert or agency doesn’t take time to understand your product, website, and market, they are unlikely to deliver results.
Ask them:
- How they analyze new websites and landing pages.
- Their approach to understanding your industry and competition.
- Whether they conduct an in-depth audience analysis before launching campaigns.
How Do They Conduct Keyword Research?
Keyword research is the backbone of any PPC campaign. Generic or irrelevant keywords will drive traffic, but not conversions. For example, if you’re selling high-end gaming computers, simply targeting the keyword “computer” will attract many visitors who may not be interested in purchasing.
Keyword research tools like Google Ads Insights, Semrush, and Ahrefs play a crucial role in finding high-intent keywords. Your PPC expert should:
- Use advanced tools to identify high-converting, low-competition keywords.
- Explain their keyword approval process before launching a campaign.
- Optimize match types (broad, phrase, and exact match) to improve targeting.
What Is Their Testing Process?
PPC is all about continuous optimization. A/B testing (split testing) helps in identifying what works best. Before hiring an expert, ask:
- Do they split-test ad copies and landing pages?
- How frequently do they conduct tests?
- What metrics do they focus on (CTR, Quality Score, Conversion Rate, etc.)?
For example, in one of my campaigns, simply adding a price to an ad copy increased the CTR from 2.31% to 3.89%. Small tweaks can make a significant difference.
Are They Proactive with Campaign Tweaks?
Google Ads is not a “set it and forget it” platform. To stay ahead of competitors, you need regular campaign tweaks, such as:
- Automated and manual bid adjustments (leveraging AI-driven Smart Bidding where necessary).
- Updating ad copy based on performance data.
- Adding and excluding keywords to optimize targeting.
Ad platforms have become more dynamic, with AI-powered automation helping optimize campaigns. However, human oversight is still essential to ensure you’re not overspending on non-performing keywords.
Final Thoughts
Hiring a PPC expert requires careful consideration. Look for an agency or freelancer with:
- Proven credentials and Google Partner status.
- A strong analytical approach to campaign research.
- A clear keyword research strategy using AI-powered tools.
- A structured A/B testing framework.
- A proactive campaign optimization process.
If an agency or expert cannot clearly explain their strategy, testing methods, and tracking system, it’s a red flag. Choose wisely to get the best ROI from your paid advertising efforts.