From bid adjustments to landing page optimisation, pay-per-click is a highly involved digital marketing channel. It therefore demands both experience and knowledge if you are to maximise your return on investment.
But you may lack the budget to work with a PPC agency or have previously had a bad experience with PPC services. However, this doesn’t mean a profitable pay-per-click campaign is entirely out of reach.
A PPC consultant like myself provides the same abilities as an agency whilst offering several advantages. Making it an ideal solution for ambitious businesses looking to scale up their existing campaigns or invest into the channel for the first time.
Running a PPC agency is expensive. In addition to salaries, they must cover the cost of their offices, equipment and other bills. These overheads are taken into account when setting their hourly rate. Meaning clients will pay for them, even if they haven’t benefited from their entire team or the latest piece of expensive equipment they’ve purchased.
Unlike an agency, a freelance PPC specialist has few overheads. This is as they typically work from home, eliminating the cost of an office. In most circumstances they’ll be working alone too, meaning the only salary they need to cover is their own. They are, therefore, able to charge a reduced hourly rate for PPC management whilst providing a similar amount knowledge and level of service.
Despite having larger teams, PPC agencies are not always the most flexible solution. This is due to the complex structures within them, which can require the involvement of several people before a simple change can be implemented. Therefore slowing down the introduction of a new strategy, tweaks to your advertisements, or changes to your landing pages.
Whilst a PPC specialist may be working alone, they provide you with a single point of contact throughout the process. And as that individual will be both developing and implement your PPC strategy, there is no ‘middleman’ to cause confusion or delay. Ensuring that improvements are rolled out quickly and efficiently.
Due to the increased cost of a PPC agency and the laboursome processes they follow, it is often seen as a less scalable solution. This is as slight increases in your advertising budget will demand significant increases in management time for the agency. Therefore causing the cost of your PPC campaigns to outbalance the return on investment you gain.
A freelance PPC consultant will naturally increase their fee in-line with your advertising spend. But due to their hourly rate being significantly less and the processes being far more efficient, it will require far less of an additional investment for the businesses they work with. This increase the return on investment gained and allows them to scale the marketing channel quicker.