Learn how to benefit from agencies and consultants and which areas of campaign management they can help you with.
- [Instructor] The more a business spends on pay-per-click, the more it stands to gain financially from any incremental improvements. Some businesses manage their pay-per-click in house with minimal support from agencies and others rely more heavily on agency and consultant support. Your reasons for using a marketing agency or campaign specialist to help your business could be that you need to learn from them how to get optimal results, especially if you're still learning the basics of PPC, or your campaign budget may be so big that you need specialists on an ongoing basis to manage this process on your behalf, or you might only need them periodically to help you audit your traffic quality, and to assist opportunities for optimization, as well as to obtain a reliable second opinion on your media buying strategy.
When you work with an agency there are some typical optimization activities that they need to be good at. This includes better keyword research, lowering your cost-per-click in acquisition, providing improved targeting options based on new market data and general improvements such as copywriting to boost your ad rankings as well as A/B testing. Since pay-per-click is a principal based cross-disciplinary skill it is normal to find that an agency with a lot of tourism clients can also deliver great results from an unrelated industry, perhaps such as an online retail or services industry, therefore I would advice any campaign specialist not to be narrowly defined to certain industries, but to use the experience from different industries to their advantage.
The most valuable part of using agencies is that you can learn from them. So the thing you'd like to make sure about is that you obtain transparent reporting and that you can monitor the change logs which is a great way of learning. Your chief finance officer will be impressed if transparent and actionable reporting is available. Later in this course, you will learn how to use access control to your account and how to add new user who can manage your advertising remotely with both Bing and Google.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising