When consumers need to find the right product, service or storefront for their needs, they grab their phone, jump on their laptop, or just say, Hey Siri, Hey Alexa, and Hey Cortana. Search results immediately populate their screen and they skim, select, learn, and go.
To win at the game of search, your small or medium-sized business needs to be present online, discoverable and well-matched to the specific needs of consumers. Easier said than done, right?
If you want to quickly reach a targeted audience, drive the right kind of traffic towards your website, and develop a marketing strategy that works alongside your SEO efforts, pay per click (PPC) advertising is a great option. When consumers perform high commercial intent searches, meaning they’re online with the intent to buy a specific product, paid ads get 65% of all clicks. It’s a very effective way to get your products front and center on the search page. Both Microsoft Advertising (formerly Bing Ads) and Google Ads offer pretty intuitive platforms when it comes to the account set-up and refinement, but if you’re not a marketing expert (and even if you are) you’re going to need a little help sometimes.
As a small business, you may not have time to really dig into PPC advertising, but you still care about building a campaign that works for you and for your potential customers. Or, maybe you have a strong handle on PPC, but you’re wondering what you could be doing better. Both these scenarios, and many more, could be helped by reaching out to your Microsoft Advertising or Google Ads customer support center or setting up an appointment with a PPC coach.
A coach? Yes, a coach. Really, try it. Working with PPC customer support at Microsoft Advertising, for example, can help your business get the right advice, employ the right tactics, and simply streamline the process, so you aren’t emerging from a PPC rabbit hole feeling frustrated and upset. That’s no fun and can be easily remedied. Here are five common concerns and how customer support can help small businesses like yours with their PPC campaigns.
“I have no idea how to get started.”
Sometimes when people jump into the world of PPC advertising, the process begins easily enough, but issues tend to pop up. Maybe you aren’t sure about how to establish a budget or conduct important keyword research. That’s ok, nobody expects you to be an expert right out of the gate.
Onboarding specialists are part of customer support and work with small businesses to set up your PPC ad account from scratch, create your first set of ads, research keywords, set a budget, and assist you with competitive bids. They view the entire process as a team effort and are genuinely interested in understanding your business goals and objectives. Then they help you design a PPC campaign to meet them.
“I can’t figure out why my campaigns aren’t performing.”
Coaches and customer support specialists can provide visibility on what is and isn’t working by showing businesses how to generate and understand a variety of performance reports. With over 30 different types of reports available, selecting and analyzing them on your own can be a little overwhelming at first, simply due to the sheer volume of data at our fingertips. Working with a coach can help provide clarity, and together you can identify relevant strategies and innovations that have a positive impact on your campaigns. In other words, they can help you figure out what all the data means and how to use it to your advantage.
If you’ve been using PPC advertising for quite a while, coaches can support your campaign by introducing you to the latest features and tools you may not know about. Sometimes we get into a routine and performance plateaus but talking to an expert for 15 minutes can totally refresh your PPC perspective and provide you with valuable insight and ideas.
“I’m afraid I’ll look like an idiot if I can’t figure this out on my own.”
Managing PPC campaigns is a learned skill, but it might not be something that comes naturally to you. A coach’s job isn’t to do everything for you, but to educate you on how to improve campaign performances on your own. Customer support can help business owners get familiar with PPC tools, processes and resources that help you successfully manage your ads without external support. The goal is to empower businesses with the know-how, competence, and confidence to handle their campaigns like a pro and troubleshoot any issues that come up. Learning, in and of itself, represents a measurement of success and makes the next PPC campaign easier to set up, more profitable, and effective.
“I don’t think customer support will understand anything about my business and it’s too much of a hassle. I just have to figure this out on my own.”
The whole point of customer support is to take the time to understand your industry and your business goals, that’s the only way to provide meaningful and targeted guidance. Coaches treat you like a partner and pro-actively offer strategic direction and the right tools to increase your PPC efficiency. They meet you at your level of expertise and build up from there, no matter your budget or your business. You need to be willing to share your story and reflectively consider what you want to get out of your various campaigns, but rest assured, if you’re willing to put in the time, it will most definitely not be wasted.
“I’m not sure I’m managing my campaign correctly and spend too much time worrying about it.”
This is a big one, especially for businesses that aren’t familiar with paid search. Your time is spent worrying that you’re doing it wrong instead of learning how to do it right. This is where working with a coach can really help because they provide you with peace of mind. Peace of mind in the information you’re using, your level of comfort and familiarity with the platform, and the belief that you are fully capable of making changes that improve your business’s visibility and lead conversions.
Kenneth Andrew is General Manager SMB Sales at Microsoft Advertising.
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