Should you outsource your PPC Management?

Consider this, if you're running a PPC campaign, it's important to ensure you're doing everything possible to improve your Quality Score. Quality Score is a Google Ads metric that measures how relevant your ad, keyword, and landing page are to a customer's search query. A high-Quality Score means that your ad is more likely to be shown to potential customers, and it also means that you'll pay less per click.

Continuous Improvement

Several factors go into PPC Management and a Quality Score, but one of the most important is continuous improvement. As your campaign runs, you should constantly make changes and tweaks to improve your results. This can be a lot of work - especially if you're running multiple campaigns. That's one of the biggest advantages of outsourcing your PPC management. A qualified team of professionals will be able to handle all of the details for you, and they'll also be able to provide valuable insights and recommendations for further improvement.

More Relevant Traffic

Finally, when doing PPC Management, setting negative keywords is an important part of any PPC campaign. Negative keywords are words or phrases that you don't want your ad to show up for. For example, if you're selling shoes, you might add "free" as a negative keyword so that your ad won't appear when someone searches for "free shoes." Adding negative keywords can help improve your Quality Score by ensuring that your ad is only shown to people interested in what you're selling.

Outsourcing your PPC management is the smart choice for any business. It can help you save money, avoid click fraud, and improve your Quality Score. When you outsource to a team of professionals, you can be confident that all of these tasks will be handled correctly - and that your campaigns will continue to improve over time.

What is the potential financial impact of quality score?

When you set up an AdWords campaign, the cost per click (CPC) for each keyword is determined by the quality score. In general, higher quality scores translate to lower costs per click and vice versa. This means that you should focus on improving your ad’s CTR and relevance to achieve a higher quality score, resulting in lower CPCs over time. Wordstream publishes a nice chart that aggregates thousands of Adwords accounts' data and provides good context for the financial impact of Quality Scores on Keyword costs.

By way of Example

Let's say your PPC Management keyword phrase is "ERP Software"

And you are willing to bid $3.00 /click

If your Quality score is 10 - you can expect

• Your Ad is to be displayed higher on the page
• The number of impressions you get is higher
• Your actual cost to be 50% less = $1.50 / click
• Your daily budget will last longer

But if your Quality score is a 2

• Your Ad to be shown lower on the page
• The number of impressions you get is lower
• Your actual cost to be 150% more = $7.50 / click
• Your daily budget gets exhausted much faster

Whether your budget is $500 / month or $25,000, wouldn't you want 50% more clicks?

The example illustrates why it's important to have a high-quality score when optimizing your Keyword campaign. By focusing on metrics like CTR and conversion rate, as well as monitoring your quality score, you can ensure that the keywords you choose maximize visibility and conversions for your business. With these strategies in mind, you can more effectively set up an AdWords campaign that’s tailored to meet the unique needs of your business and its target customers.

Outsourcing your PPC management to a qualified team of professionals can help ensure that all of these tasks are handled correctly - and that your campaigns continue to improve over time.

Carl Messenger-Lehmann

Carl could be considered the nucleus from which everything happens. He has 25 years of knowledge stuck inside his head just waiting to come out.