Are you thinking about outsourcing your PPC services? If so, you’re not alone. Several businesses are turning to third-party providers for pay-per-click management.

Outsourcing PPC has many benefits, including access to experienced professionals, improved campaign performance, and cost savings. However, outsourcing successfully is vital to get the most out of your investment.

This blog post will share a few tips for successfully outsourcing PPC services. With these tips, you can find a vendor that can assist you in achieving your goals and improving your bottom line.

Define Your PPC Goals.

Do You Want Leads Or Sales?

When setting PPC goals, you first need to ask whether you want more leads or sales. If you’re trying to generate more leads, you’ll need to focus on generating more traffic to your website, and you should focus on generating targeted traffic that converts well to increase sales.  

What is Your Target Cost per Acquisition (CPA)

Your target CPA is the amount of money you are willing to spend to acquire a new customer through your PPC campaign. CPAs will vary depending on your business and the lifetime value of your customers. However, you must set a realistic CPA target that you can afford without breaking the bank.

What is Your Target Return on Investment (ROI)

Your target ROI is the percentage of profit you expect to make from your PPC campaign relative to your investment. For example, if you invest $100 in your PPC campaign and generate $200 in sales, your ROI would be 100%. Again, this will vary depending on your business and the lifetime value of your customers. But you must set a realistic ROI target that you feel confident you can achieve.

Research & Identify Qualified Vendors.

Use Google & Other Search Engines

When looking for a PPC vendor, one of the first places you should look is on Google and other search engines. You can use keywords like “PPC agency” or “PPC company” to find vendors that offer these services. After making a list of potential vendors, you can narrow down your choices by reviewing their websites, reading online reviews, and checking out their social media presence.

Check out Online Directories

Another great way to find qualified PPC vendors is to check online directories such as Clutch and UpCity. These directories list agencies and companies that offer various marketing services, including PPC. You can read reviews of each vendor, compare pricing, and see what services they offer before making your decision.

Utilize Social Media

An excellent way to find potential PPC vendors is to use social media. Many agencies and companies will have a presence on platforms like Twitter, Facebook, and LinkedIn, and you can follow them and see what kinds of campaigns they’re running for other clients. You can also reach out to them directly to ask any questions you may have about their services.

Evaluate Potential Vendors.

Services Offered

When evaluating potential PPC vendors, you should first look at the services they offer. Are they able to provide all of the services you need? For example, if you’re looking for someone to manage your Google Ads account, make sure they offer that service. Some vendors only offer consulting services, while others only provide management services.

Industry Experience

The vendor’s industry experience is another crucial factor to consider. Are they familiar with your industry? If not, are they willing to learn about your industry? You want to ensure the vendor you choose is familiar with the ins and outs of your industry so they can create a successful PPC campaign for you.

Case Studies & Testimonials

When evaluating potential vendors, ask for case studies and testimonials from past clients. Previous client experience will help you better understand the vendor’s work style and capability to deliver results. You should be able to get this information from a reputable vendor.

Pricing

Of course, pricing is always a consideration when choosing a PPC vendor. Ensure you get quotes from multiple vendors to compare prices and services offered. Also, inquire about any hidden charges to avoid surprises later on.

Create a Request for Proposal (RFP).

The first step in finding a PPC vendor is to create a Request for Proposal (RFP). This document will outline your PPC goals and provide potential vendors with the information they need to prepare a detailed proposal.

Your RFP should include the following:

1. What is your business about, and what is your target market
2. An overview of your current PPC strategy, including relevant data such as click-through and conversion rates.
3. A list of your competitors and their respective PPC budgets.
4. Your PPC goals, including any desired KPIs such as lead volume, CPA, or ROI.
5. A timeline for the RFP process and the expected launch date for the PPC campaign.
6. Additional information that potential vendors might find helpful.

After gathering all of this information, you are ready to start reaching out to potential vendors.

Review the Proposals.

Compare Apples to Apples

When reviewing proposals from potential PPC vendors, it is essential to compare apples to apples. Ensure each vendor includes the same services and deliverables in their proposal. Including this will make it easier to compare pricing and value.

Make Your Decision

Once you have compared proposals and evaluated each vendor’s experience, services, case studies, testimonials, and pricing, it is time to decide. Select the vendor you feel confident can help you meet your PPC goals at a price that fits your budget.

Negotiate the Contract.

Services & Deliverables

When negotiating your PPC contract, clearly define the services and deliverables you expect from your vendor. These should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, if you’re looking for lead generation, your vendor should be able to provide a detailed plan for how they will generate leads through PPC campaigns, as well as metrics for measuring success. If you’re looking for sales growth, your vendor should be able to provide a detailed plan for how they will increase sales through PPC campaigns, as well as metrics for measuring success.

Pricing

Pricing is always a key consideration when negotiating any contract. With PPC contracts, you’ll typically pay a flat fee or a percentage of ad spend. Be sure to understand what you’re paying for and clarify any additional costs they may charge (e.g., set-up fees, monthly management fees, etc.). It’s also important to consider the value you’re receiving in return for your price. For example, depending on your goals, if you’re paying a higher percentage of ad spend but receiving lower costs per conversion, that may still be a good deal.

Timeline

Agree on a timeline with your PPC vendor before signing any contract. By establishing clear expectations, both parties can hold each other accountable. Generally, PPC campaigns take 4-6 weeks from start to finish, but this can vary depending on the complexity of the campaign and the goals.

Reporting

Reporting is an integral part of any PPC contract agreement. You’ll want to ensure that you have access to all relevant data to track progress and measure success against your goals. Be sure to discuss what type of reporting they provide (e.g., weekly reports, monthly reports), how often it will be delivered, and in what format (e.g., Excel, Google Sheets, PDF).

Launch Your PPC Campaign.

Set Up Tracking

Before launching your PPC campaign, it’s essential to set up tracking so that you can measure your results. There are a few different ways to track your PPC campaigns, but one of the most popular is Google Analytics.

To set up tracking in Google Analytics, create a new “Goal.” You can track goals using metrics such as clicks, impressions, or conversions. Once you’ve made your goal, you’ll need to add the appropriate tracking code to your website.

If you’re unfamiliar with coding, don’t worry – plenty of resources are available to help you get started. Your PPC campaign can begin with the tracking code added to your website!

Write Ad Copy

Successful PPC campaigns require effective ad copy. A compelling ad copy will persuade potential customers to click through to your website.  

Every effective advertisement should contain the following elements:

• A catchy headline that grabs attention
• A clear call-to-action
• A sense of urgency
• Relevant keywords
• Your unique selling proposition

Consider these elements when writing your ad copy, and test several different versions of your ad to see which is most successful.  

Evaluate Your PPC Campaign.

Was Your ROI Positive

If your ROI was positive, then your PPC campaign was successful! You made more money than you spent on advertising, and you can continue running your campaign as-is or make adjustments to improve your results even further.

To calculate your ROI, divide your total revenue from the campaign by your entire ad spend. For example, if you generated $10,000 in sales from a $1,000 ad spend, your ROI would be 1,000%.

If your ROI was negative, you need to look closely at your campaign to see what went wrong. Maybe your ads were irrelevant to your target audience, or you didn’t bid high enough on keywords. Regardless of the case, you’ll need to make some changes before you can expect to see positive results.

Did You Achieve Your CPA Goal

The cost per acquisition (CPA) of your PPC campaign represents how much you’re willing to spend on each sale. For example, if your goal is to generate ten sales from your campaign and you are willing to spend $100 on each sale, then your CPA would be $1,000.

To calculate your CPA, divide your total ad spend by the number of sales you generated from the campaign. For example, if you spent $1,000 on ads and generated ten sales, your CPA would be $100.

If you did not achieve your CPA goal, then you need to either adjust your goals or make changes to your campaign so that it is more efficient. Maybe you need to target a different audience or use other keywords. Regardless of what the case may be, you’ll need to make some changes before you can expect to see better results.

What Could Be Improved

To improve your PPC campaign, start by taking a closer look at your target audience and ensuring that your ads are relevant. Increasing your bids on keywords would be helpful to make your ads more visible to potential customers. Lastly, make sure you monitor and optimize your campaign continuously so that you can make necessary adjustments along the way.

Make Adjustments & Repeat.

Try a New PPC Vendor

If unsatisfied with the results, you might want to try a new PPC vendor. When choosing a new vendor, keep these points in mind:

• Make sure they offer the services you need.
• Check their industry experience.
• Look at case studies and testimonials.
• Compare pricing.
• Get a detailed proposal.

8 Powerful PPC Platforms Your Business Should Make Use Of

1. Google Ads: Undoubtedly the most popular PPC platform, You can use Google Ads to reach people searching on Google and its partner sites.
2. Bing Ads: Another major search engine, Bing, offers a PPC platform that you can use to reach searchers on Bing and Yahoo.
3. Amazon Advertising: With millions of people shopping on Amazon every day, this eCommerce giant also offers a PPC platform that you can use to reach shoppers as they browse and search for products on the site.
4. Facebook Advertising: Over 2 billion people use Facebook, and businesses can target ads based on interests, demographics, and more to specific groups of people.
5. Instagram Advertising: Owned by Facebook, Instagram is a popular photo-sharing app with over 1 billion monthly active users. Businesses can use Instagram Ads to reach people scrolling through their feeds with visually-appealing images and videos.
6. Twitter Advertising: With over 321 million monthly active users, Twitter is another social media platform businesses can use to reach potential customers with targeted ads.
7. LinkedIn Ads: LinkedIn is a professional networking site with over 610 million members worldwide. You can use LinkedIn Ads to target business professionals with laser-focused precision.
8. Snapchat Ads: Snapchat is a popular messaging app with over 190 million daily active users. Snapchat Ads are eye-catching and attention-grabbing, making them ideal for reaching a younger audience.

Benefits Of Outsourcing PPC Services

There are many benefits of outsourcing PPC services, which include:

1. Cost savings: When you outsource PPC services, you can save on costs associated with hiring in-house staff, such as salaries, benefits, and training.
2. Increased efficiency: A PPC agency with experience can manage your campaigns more efficiently and effectively than you can.
3. Better results: A good PPC agency will be able to get you better results than if you were to manage your campaigns yourself. This is because they have the experience and expertise to know what works and what doesn’t in the ever-changing world of paid search.
4. Keep the focus on your core business: When you outsource PPC services, you can focus on running your business while leaving the management of your campaigns to someone else. Outsourcing frees up your time to focus on what you do best.
5. Risk reduction: There is always some risk involved in managing your PPC campaigns. By outsourcing these services, you can reduce the risks associated with making mistakes that could cost you money.

Conclusion

PPC outsourcing provides an excellent opportunity to save time and money, but finding a qualified vendor is essential. Define your goals, create an RFP, and review proposals carefully before making your decision. Once you’ve launched your campaign, monitor and optimize it regularly to ensure a positive ROI.

FAQ’s

1. What is PPC?

In pay-per-click marketing, advertisers pay each time somebody clicks an ad. The idea is to “buy” visits instead of trying to earn them organically.

2. What are the benefits of outsourcing PPC services?

There are many benefits to outsourcing PPC services, including:

• Concentrating on other areas of your business: If you’re not an expert in PPC, it can be time-consuming to manage your campaigns effectively. By outsourcing this service, you can free up time to focus on other areas of your business.
• You’ll get access to experts: When you outsource your PPC campaigns to an agency or freelancer, you’ll benefit from their expertise and knowledge. In addition to knowing the latest trends and changes in the industry, they’ll know how to optimize your campaigns for maximum success.
• You can save money: While it may seem counterintuitive, outsourcing your PPC services can save you money in the long run. With an experienced professional managing your campaigns, you’re likely to see a higher return on investment (ROI) than if you were to handle things yourself.

3. How do I choose a qualified vendor?

When choosing a qualified vendor for your PPC needs, there are several factors you should take into consideration, including:

• Services offered: Ensure the vendor provides the specific services you need for your campaign.
• Industry experience: It’s essential to choose a vendor with experience in your industry so that they understand your unique needs and challenges.
• Case studies and testimonials: Look for case studies or testimonials from past clients to get an idea of the quality of work the vendor can produce.

4. How do I create an effective RFP?

RFPs should include several key elements to ensure you receive accurate and helpful responses:

• Your PPC goals: Be clear about what you hope to achieve with your PPC campaign. Do you want more leads or sales? What is your target cost per acquisition (CPA)? What is your target return on investment (ROI)?
• Your target market: Explain who your target market is and their needs.
• Your competitors: List your main competitors so that vendors can get an idea of the landscape they’ll be working in.
• Your current PPC strategy: Describe your existing approach to PPC, including any tools or platforms you use.
• A detailed proposal: Request that vendors provide a detailed proposal outlining their proposed approach to your campaign, including services offered, pricing, timeline, etc.