As a small business owner, it’s natural to want to save money wherever possible. However, when it comes to hiring a search ad manager, it’s important to consider the value of experience.
There are a number of reasons why small businesses should consider using search engine ads, also called Pay Per Click ads (PPC), to increase their revenue.
Some of the key benefits include:
Search Ads can be more cost-effective than other forms of advertising, as you only pay when someone clicks on your ad. This means that you have the opportunity to reach a large audience without breaking the bank.
With search engine ads, you can easily track the performance of your campaigns and measure the return on your investment. This allows you to make informed decisions about your budget and targeting, and optimize your campaigns for maximum efficiency.
This allows you to target specific keywords and demographics, ensuring that your ads are shown to users who are most likely to be interested in your products or services. This targeted traffic can lead to higher conversion rates and increased revenue.
Search engine ads can help increase brand awareness for your small business. As more people see your ads and visit your website, you’ll be able to establish your brand as a leader in your industry.
Having more than 10 years of experience as a search ad manager can provide a number of benefits to your business. First and foremost, an experienced manager is likely to have a deep understanding of the ever-evolving landscape of search advertising. They’ll know the ins and outs of each platform, including Google Ads, and how to navigate their constantly changing algorithms and ad policies.
In addition, an experienced manager will have a proven track record of success. They’ll have a wealth of case studies and success stories to draw upon, and will be able to use their past experiences to inform their approach for your business. This can be especially valuable for small businesses, as you may not have the budget to experiment with different tactics and strategies.
An experienced manager will also have a network of industry contacts and resources at their disposal. They’ll be able to leverage these connections to negotiate better ad rates, secure exclusive partnerships, and gain access to beta features and testing.
Inexperienced ad managers may make a number of mistakes that can impact the performance of your campaigns. Some common mistakes include:
Proper conversion tracking is crucial for measuring the success of your campaigns and identifying areas for improvement. An inexperienced ad manager may not set up conversion tracking correctly, or may not track the right metrics.
Negative keywords allow you to exclude certain terms from your campaigns, ensuring that your ads don’t show up for irrelevant searches. An inexperienced ad manager may not utilize negative keywords, leading to wasted ad spend and low-quality traffic.
Broad match keywords allow your ads to show up for a wide range of related terms. While they can be useful in some cases, an inexperienced ad manager may rely too heavily on broad match keywords, leading to low-quality traffic and a poor return on investment. Additionally, inexperienced ad managers can overuse broad match negative keywords, drastically reducing your reach for valuable keywords.
Segmenting campaigns allows you to better understand the performance of specific ad groups and make more informed decisions about your targeting and budget. An inexperienced ad manager may not properly segment campaigns, leading to a lack of insight and optimization opportunities.
An experienced ad manager, on the other hand, will have the knowledge and expertise to avoid these common mistakes. They’ll know how to properly set up conversion tracking, utilize negative keywords, and segment campaigns for maximum efficiency and performance.
Of course, it’s not to say that a manager with less than 10 years of experience can’t be successful. However, the value of experience should not be underestimated. When choosing an agency to manage your search advertising, it’s important to consider the level of experience of the individuals who will be working on your account. It may cost a bit more upfront, but the long-term benefits could make it worth the investment.
