on 30 June 18
Pay-per-click (PPC) advertising plays a large role in the success of many online businesses. More specifically, PPC done through Google AdWords often has the highest return on investment when compared to other ad networks online.
The problem for many business owners is that tracking ads, writing headlines and the body copy of an ad, and monitoring budgets and conversions is a time consuming process. There are entire courses dealing with PPC and analytics for tracking conversion rates. Many business owners do not have the time to devote to monitoring their advertising efforts, let alone all the time it can take to master the ins and outs of actually setting up a successful campaign.
For this reason, many choose to employ someone to handle their Google AdWords management efforts. For those with doubts, the following expanded points may help to determine whether hiring this task out is a good and necessary idea.
The discussion of analytics comes first because it can be the difference between an incredible return on investment and a losing campaign. Tracking clicks, conversions and user behavior and activity once they reach a landing page is essential.
Having a solid understanding of how various analytics software solutions, such as the free options offered by Google, takes time to learn and is often only mastered through experience. Due to the incredible importance analytics tracking plays in a successful PPC campaign, it should make sense to most that hiring this task out can be a great investment.
Writing Headlines And Body Copy
Headline writing is an art. The headline is what gets nearly everyone to click a link, whether it is for an ad or to take them to a blog post. Without a great headline, nobody reads the body copy.
Once the headline has been perfected, the body copy has to live up to the hype of the headline in order to satisfy expectations.
For ad writing, both the headline and body copy of the ad must be short, often under 25 characters for a headline and less than 75 on each line of the body copy. Perfecting these often takes testing and tracking user behavior once they have reached the landing page, which brings us back to the issue of analytics.
Needless to say, it can be a big job, and copywriters have made a lot of money through the years doing nothing but writing ads for magazines, newspapers, direct mail, and now online advertising.
Finally, managing advertising budgets is a big task. It is easy to set daily budgets for most ad networks, including Google AdWords, but there will be days when that budget should not be reached. There may also be days when the budget should be increased.
Depending on the performance on an ad or set of ads, budgets may need to be adjusted. This can be quite time consuming as well.
It may see like there are only a handful of tasks that need to be handled, but they are of vital importance to successful PPC campaigns. Employing an outside person or team of people to handle things like Google AdWords management is a good idea for nearly any business that plans to advertise online.
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