Why you should pay more to hire a paid advertising expert

One of the most effective ways to generate leads and customers is Pay-Per-Click advertising (PPC). This type of advertising allows you to target your best audience, is very cost efficient, and allows you to reach a mass audience easily. This is why it should be an essential part of a digital marketing strategy. However, PPC can be very challenging and competitive.

Businesses need to understand how to conduct keyword research, learn what their target audiences want, write compelling ads, craft winning landing pages, and more. The technical and marketing expertise required to build winning PPC campaigns is very high. In addition, businesses need to learn how to deal with competing advertisers when managing PPC campaigns.

Many businesses understand how important PPC advertising is to their businesses. Some even have dedicated specialists that build and manage their PPC campaigns. At the same time, many of these businesses are not investing enough into hiring and keeping the best PPC experts that are available.

They have the mentality that PPC is something that can be easily outsourced or maintained by the average staff member. Some may even be experiencing their PPC campaigns decline in profitability due to this attitude. They may see PPC as a channel that is no longer effective when the mistake is that they haven’t been investing adequate resources to hiring an experienced PPC expert.

To give you an example of why you should allocate a higher budget in working with an experienced PPC expert, here’s how the financials could work out. Let’s say that you are currently paying somebody to manage your PPC campaigns for you at a salary of $50,000 a year. This individual knows how to build and manage campaigns but doesn’t have much experience or expertise.

This individual manages your PPC budget of $400,000 a year. This budget returns a ROAS (return on advertising spend) of 300%. This means that you’re spending $400,000 to see a $1,200,000 return. In summary, you’re seeing a net profit of $750,000 when factoring in the cost of paying the employee’s salary.

Instead of going with the previous employee, let’s say you hire an actual PPC specialist with years of experience at a salary of $100,000. If the PPC specialist can help you see even a 15 percent growth in ROAS to 345% or $1,380,000, this would result in a profit of $880,000 when factoring in their salary.

The change translates to a $130,000 more in net profit from your PPC campaigns with the same original budget of $400,000. This example is actually very conservative considering that the skill difference between the average person and a PPC expert is vast. You can actually see growth far higher than the 15 percent used in the example.

A PPC expert’s experience, knowledge, and skills will also extend beyond PPC. They’ll understand how to integrate PPC with other channels like email marketing, SEO, and social media. They’ll also have essential skills like copywriting, landing page design, and conversation rate optimization that play a large role in how profitable your PPC campaigns are.

The bottom line is that PPC experts deserve to be paid more. If you’re a business owner, you want to invest into the growth of your PPC campaigns. By investing in an actual expert, you can expect to see greater profits. PPC isn’t a project or skill that can be built or managed by anyone in your team. It really does take an expert to build, scale, and manage a successful PPC campaign.