If you’re wondering whether you should hire an Adwords (pay per click) manager, I have an answer for you. It comes from the famous oil rig firefighter, Red Adair…
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”
Or, to put it another way, PPC is so complicated these days that, if you don’t know what you’re doing, you’ll end up paying far more to get a customer than you need to.
Let me explain…
Why Pay Per Click is Increasingly Complex
There are a number of reasons why AdWords is complicated. Here are just 3 of these reasons…
#1: It’s not a straight auction.
Google judges adverts based on something called “quality score”. How important is it? Well, the difference between a quality score of 4 and a quality score of 8 is that, with the higher score, you only pay half as much per click.
#2: The rich are getting richer.
As recently as December 2015, Google would typically show 3 ads at the top and 8 on the right. Now they show 4 at the top, and none on the right. Adios, 7 advertisers!
#3: The secret to PPC success is not PPC.
Let me explain: when I got into AdWords management (in 2006), it was because I was a direct marketer and saw PPC for what it is: a delivery mechanism for a direct marketing message.
And it’s the principles of direct marketing that give you the biggest edge in PPC these days. So, when you hire someone to manage your AdWords account, make sure you hire someone who understands direct marketing.
This is so important that, in 2015, I wrote a book that explains how to apply those principles to pay per click advertising.
(As well as explaining quality score and other AdWords principles)
You can download it for free from my dedicated PPC management website.
Before you hire a PPC Manager
Whether you hire me, someone else, or just manage your AdWords account yourself, I recommend you read the book. It’ll only take you around one hour and it’ll be the best hour you invest in your PPC success.
And, if after your read it, you decide you want me to help you with your pay per click marketing, I look forward to hearing from you.
PS To read some feedback from my Google Adwords clients, click here.