Wondering If PPC Ads Are Still Worth It? Read This.

Understanding the Benefits vs. Rising Costs of Paid Advertising

Pay-Per-Click (PPC) ads aren’t as cheap as they used to be.

You can thank new privacy regulations, higher competition, and tighter audience restrictions for that.

Right now, even veteran marketers are questioning whether PPC ads are still worth it.

But even in this tough market, PPC is a powerful way of reaching and engaging with your audience.

The Data Doesn’t Lie: PPC Advertising Still Works

Study after study has shown us that PPC ads continue to offer some of the best returns on investment of any marketing channel.

We know that:

For most businesses, there is simply no substitute for PPC as a means of getting you leads, sales, and revenue.

Here’s the catch:

More than ever, proper PPC management is what makes or breaks your campaign. No exceptions.

And in the world of PPC ads, mistakes come with a high price tag.

Knowing what to look for can save you a lot of headaches, so read on to learn key background info and tips to make sure that PPC ads are worth your investment.

We’ll tell you what you should look out for, what the risks are and how to avoid them.

Why Use PPC Ads to Promote Your Business?

PPC ads are a great way to reach your target audience across Google and social media.

  • Incredible ROI: A PPC campaign returns $2 for every dollar spent, which is a 200% return on investment.  
  • High conversion rate: PPC visitors have a 50% higher likelihood of purchasing than organic visitors. 
  • Fast deployment: PPC ads can be launched quickly and start bringing in results immediately, unlike search engine optimization (SEO), which can take months to really get rolling.  
  • Unlimited flexibility: You can switch the ads on and off easily, which is perfect for small businesses or those working on a budget. And if your market conditions change, you can immediately adjust your PPC strategy to adapt.

What You Need to Know Before Launching PPC Ads

There are many other PPC advertising platforms, but these are some of the most popular:

  • Google and other search engines: you can display your website in the search engine results page (SERP) when someone types in specific keywords or phrases. Visitors will see the ads you create to direct them to your site, and you pay based on whether they click on the ads.

  • Google Display ads: show up as banner ads on a huge variety of websites across Google’s advertising network, including YouTube. 
  • Social media platforms like Facebook and Instagram: PPC ads usually appear in the audience’s main newsfeed, with the word “Sponsored” or “Promoted” tagged at the top or bottom of the post. You can also have your ads appear on videos (at the beginning, middle, or end of a video), in Facebook Marketplace, or in the Facebook sidebar. 

What you need to know is that every platform demands a different approach. It isn’t possible to create one ad and run it across all PPC advertising platforms.  

It takes time to experiment with which ad designs and platforms work best for your product or service industry. Not every ad will be as successful as the next.  

Moreover, PPC advertising constantly changes. Keeping up with the latest trends and practices is essential if you want to stay competitive and convert those clicks to sales.

How Privacy Changes Affect Your PPC Advertising Strategy

One more thing you should know before you start doing PPC: 

New privacy laws have made audience targeting harder for PPC ads. 

In response to these laws and privacy concerns, a lot of the big ad platforms, including Google and Facebook, have limited how you can reach your audiences with PPC ads. 

For example: 

These changes will make it harder to target ads to very specific segments of customers, or track conversions accurately.   

Without getting into the weeds here, the bottom line is that PPC advertising is going to depend more and more on a holistic digital marketing strategy that includes other channels like SEO, Email Marketing, and Content Marketing.

PPC Ads are Worth the Time and Money

There’s no doubt that PPC advertising is still valuable. But as costs rise and challenges increase, a carefully managed PPC campaign becomes even more critical to success. 

You get wildly different results based on the platform you choose, the content of your ads, and audience you are trying to target, as well as the efficacy of your overall PPC advertising strategy.   

You must also optimize and monitor your PPC ads throughout the process.   

To learn more about running a successful PPC ad campaign, feel free to consult with our team of digital marketing professionals who can walk you through the entire process, from planning to execution. 

When & How to Outsource Your Inbound Lead Generation in 2022

If you want to grow your business, you need leads. Period.

But finding qualified prospects and nurturing the relationship isn’t easy.

Inbound lead generation takes serious time and effort. Not every business has the resources to do it right ‒ or at all, in the case of some small businesses.

Wouldn’t it be great if someone else handled it all for you?

Outsourcing your inbound lead generation lets you build your lead pipeline quickly and efficiently.

In our experience, businesses with small in-house marketing departments tend to benefit the most from working with a lead generation agency ‒ but there are times when larger businesses with a full marketing team can benefit greatly from working with an agency as well.

In this blog, we will look at whether outsourcing lead generation is right for your business (including why it’s not always the best choice) and what you need to do in order to get the best results.

1. Outsourcing Your Inbound Lead Generation: What You Need to Know

There are two types of lead generation: inbound and outbound. Inbound lead generation is about getting prospective customers to contact you, while outbound is reaching out to potential leads yourself.

Here, we’re talking about inbound lead generation.

The goal of inbound lead generation is to find and nurture qualified leads so you can convert them into sales once they’re ready to buy.

We already mentioned how outsourcing your lead generation saves you time. Instead of burning all your time hunting for new prospects to pitch, you can hire a lead generation agency to bring qualified leads right to you ‒ so all you need to do is close the sale and start the work.

You instantly free up hours of time to devote to other tasks that will help your business grow.

But time savings aren’t the only reason to partner with a lead generation agency.

a) Get an Entire Expert Team for the Cost of 1-2 Employees

A basic lead generation campaign typically includes:

  • Digital Advertising
    • Technical set-up
    • Copywriting
    • Targeting and research
  • Landing Page
    • Webmaster
    • Web developer
    • Copywriting
  • Email
    • Email marketing expert
    • Copywriting
    • Marketing asset
    • Technical integrations, as needed
    • Web team

Other things to consider are:

  • Organic social media posts
  • SEO (Search Engine Optimization)
  • Public relations, like press releases
  • Influencer marketing

It’s rare to find someone who is proficient in all those things in-house; which is one of the biggest reasons hiring a lead generation agency can be useful.

For the price of one or two employees, you get the skills and knowledge of a complete team of lead generation professionals.

And that’s not all…

b) Gain Valuable New Perspectives on Your Business and Market

Here’s what we’ve noticed working on hundreds of campaigns for companies across North America:

Many in-house marketers know their business a little too well.

The longer you spend working in-house, the harder it gets to think like a customer. And it’s really tough to write compelling copy and campaigns when you’re stuck inside of that box.

Outsourcing your lead generation to an agency lets you avoid this pitfall entirely.

Best of all…

c) Reduce Costs and Increase Profits

Hiring an agency to do lead generation for you can actually save you money in the long run.

When you outsource, you don’t have to spend time training and managing anyone or buying all the essential tools they’ll need to do the job right.

Outsourcing the work can help your budget go farther and be more cost effective, driving a higher return on investment without all the legwork.

Your internal sales team can even work alongside an agency for faster ramp-up and increased lead efficiency, putting your business growth goals in reach!

2. When Outsourcing Inbound Lead Generation is Worth the Investment

From our experience as a digital marketing agency focused on acquisition marketing, there are three factors that contribute to a successful lead generation outsourcing relationship:

  1. You’ve developed your brand with an in-house marketing person/team.
  2. You’ve set clear lead generation goals for the near future.
  3. You know what a quality lead is to you, and you have a process for defining them.

Generally, outsourcing your lead generation to a digital marketing agency works well when your business has a small in-house marketing team, or even a single marketing person.

This team should have already established brand guidelines that can be used alongside more targeted lead generation campaigns. Generating leads while you’re still nailing down your brand is more challenging and less efficient.

A small, busy marketing team cannot handle lead generation on top of all their other duties (see the list above), and hiring and training someone in-house specifically for lead generation work is an expensive and time-consuming investment.

A lead generation agency fills that gap more cost-effectively.

Hiring an agency that specializes in lead generation is also the best option if your business is looking for a quick turnaround. What might take an in-house team months to implement can be handled by outsourced digital marketing professionals in just a few weeks.

That said, it’s important that you have SMART goals in mind for your lead generation before you hit the launch button. You shouldn’t be making it up as you go along, or drastically changing course in the thick of it. Effective lead generation starts with clearly defined objectives.

Finally, it’s important to make sure your process for qualifying leads is set in stone before hiring a lead generation agency. This process is crucial to setting up lead generation campaigns that will bring in qualified leads rather than low-quality ones.

3. When NOT to Outsource Your Inbound Lead Generation

In our experience, businesses with small in-house marketing departments tend to benefit the most from working with a lead generation agency.

Full-time marketing teams may not need support all the time or as consistently as smaller teams, but can often benefit greatly from partnering with an agency on an as-needed basis. If you need extra help with a lead generation campaign in-house, or need training, consultation, or feedback, a lead generation agency can be your best friend.

There are also cases when fully outsourcing lead generation might be a good idea for larger companies. If you’re launching a new product or expanding to a new market, for example, you benefit greatly from hiring a lead generation agency who has experience in that market.

Another situation where outsourcing your lead generation may not be the best option is if you just don’t have the budget for it yet. A good lead generation campaign can be expensive, and an ineffective campaign can cost you more than none at all.

If your business is still in its infancy, consider starting small with an email campaign, building your community through social media or ads linking to your website as a first step.

 

Should You Leave Your Inbound Lead Generation to the Experts?

Outsourcing lead generation can be a great investment for your business. It saves you time from training or hiring your own team, produces better results, and gives you more flexibility as your business scales and adapts to a changing marketplace.

You should hold off on hiring a lead generation agency if you’re still working on branding, goals, and a process for qualifying leads. And if you have the resources and time to invest a portion of your in-house digital marketing team to lead generation, you should!

To learn more about lead generation and talk to a digital marketing professional, contact our team here at TrafficSoda. We’ll help you find the perfect balance between outsourcing lead generation and in-house lead generation for your business.