Companies and Web site owners interested in adding pay per click management to their online advertising budgets may wish to employ the services of a firm specializing in PPC programs. While some businesses maintain strong marketing departments, work with certain types of online ads do require a special brand of know-how that comes with prolonged exposure to advertising models used by Google AdWords and Yahoo Search Marketing. That each of the major search engines offers certification for users says much about the importance of experience.
Hiring PPC Management vs. In-House
Think of your own business and the methods employed in hiring new workers and integrating them into the company. Do you have training procedures, or orientation seminars? Depending on the scope of your business, training could take time, and it does cost money. Now consider having to train workers to better handle new paradigms in marketing. To ensure excellent service in pay per click advertising, you will want your employees to work at certified level.
Or, you can outsource a local PPC firm with certification to handle the work for you while your marketing department oversees the reports and approves the budget. You save the time it would normally take for your workers to become familiar with AdWords, and your marketers can concentrate on other aspects of work. Training for certification can become a gradual process while your PPC firm kick-starts the program.
PPC Advertising vs. Other Media
Why do Google and Yahoo and others offer certification at all? PPC advertising vastly differs from other media – with print and broadcast marketing one can deliver a message with impact using imagery and sound. PPC text ads offer an abbreviated space to relay a message, and the words used must be chosen carefully. Not only will the ad’s words determine whether or not a visitor clicks through to a site, but the relevancy of the ad on the keywords bid can determine the overall cost of the ad. Training to better understand how the ads work can help you not only craft an ad that works, but help you get the most out of your daily spends.
If your marketing department has no certified ad consultants on staff, outsourcing a firm specializing in AdWords and other search programs is a good way to maintain a successful PPC campaign for your business. Let those who know which words to use create the ads that drive your traffic.
Kathryn Lively is a freelance writer specializing in articles on local PPC advertising firms and professional SEO writers.