Recently I read an article talking about how there are many "PPC Experts" due to the low barrier of entry. With that said, if you or your company is looking for online adverting assistance, it is crucial to find an agency/person with the right certifications and a proven track record.
The must have as far as certifications are Google AdWords and Microsoft adCenter. Google requires an individual to pass 2 different tests to be certified. A general PPC test and a more specific test focused on the Display Advertising, Search Network, or PPC Reporting. Once the individual certification is earned, it must be maintained by retaking at least 1 of the more specific tests annually and the general test bi-annually. Microsoft adCenter, on the other hand, only requires you to pass 1 general PPC test annually to earn and maintain certification.
In addition to being certified, ask to see what the "PPC Experts" have accomplished for other clients, preferably within your industry. Case studies, white papers, and/or a portfolio of their work and accomplishments should be available and easily accessible. I would think that a "PPC Expert" would want you, as potential future client, to know and see their previous success stories.
I hope that this will help you avoid, as the first mentioned article describes, PPC scams. If you have any questions or comments about PPC, AdWords, adCenter, or online advertising in general, please leave a comment or contact us.
Pay per click advertising considered to be cost effective strategy because an advertiser pays only when potential customers on its ads, and if the target market is defined properly its more beneficial than another strategy.
ReplyDeleteAgreed. PPC can be well targeted making it more cost efficient than other means of advertising. However, if PPC is run poorly, an advertiser might as well be throwing away their money. Clicks, which cost money. should not be the end goal. Conversions, which bring in revenue, should be. This is all the more why you should have a trained (certified) professional help with your PPC.
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