Why more MSPs are offering paid search management servicesBy Nicole Lauzon
Your clients see you as their trusted expert for all things technical. Now, they’re coming to you asking for advice and help with their websites, SEO, and paid search management services like digital advertising.
How can you capture more of the expanding IT market? Download “The next generation of MSPs: A 2022 outlook for managed service providers and IT specialists” to find out now.
Even though these solutions aren’t in the same wheelhouse as your core service offering, as a managed service provider (MSP), wouldn’t it be beneficial to your business to say “yes,” instead of turning them away?
We explore the reasons why you should stop referring clients to marketing agencies and instead take advantage of the revenue potential of offering paid search management services.
What is paid search management?
Paid search management is the service of executing pay-per-click (PPC) campaigns for a client.
What is pay-per-click advertising (PPC)?
Pay-per-click (PPC) is a digital advertising model in which your local business clients pay a publisher every time an ad is clicked on. MSP clients may be interested in starting a PPC campaign to promote a sale they have running, boost brand awareness, or attract new customers with an event or offer.
Search (e.g., Google) and social (e.g., Facebook) are the two most popular platforms for PPC.
Based on keywords, pay-per-click advertising will only display ads to someone when they search for a keyword that’s tied to a product or service being promoted. Many companies that offer paid management services research and analyze keywords that are most relevant to the products and services of their clients.
For local businesses, the PPC model allows them to advertise to a particular audience that is already actively searching for the problem or query they can provide a solution to. Often, the value of each click from a potential new customer exceeds the cost they’ve paid to the search engine or social platform, so it’s a financially beneficial strategy as well.
Reasons why managed service providers should consider offering paid search management
There are a number of reasons you should consider offering PPC solutions to your local business clients.
Reason #1: Give the people what they want
It can be difficult for your client to determine where managed services end and where digital solutions begin. Your clients see you as their trusted expert for all things technical, and they’re likely already asking you for paid search management services.
Local business clients used to have capacity to manage relationships with multiple vendors, but now time is the most precious resource of all. Small and medium businesses (SMB) are far more likely to consolidate the number of vendors they do business with, seeking out providers that can be their one-stop shop. Super-serve your SMBs and give them what they need to run their businesses successfully, all under your brand.
Reason #2: Reduce client churn with paid search management
By expanding your service offering beyond your traditional selection of managed services and IT solutions, you are more likely to retain your clients for a longer period of time.
According to a Vendasta study examining data from more than 200,000 local businesses, selling an SMB one product has a retention rate of only 30 percent after two years. Selling that SMB just one more product showed an increase in retention rate of nearly 20 percent, while selling four products showed a retention rate of 80 percent.
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Reason #3: Bundling software and services to create value for your clients
Pairing your existing offering with paid search management will only improve the value you deliver to your clients.
Google is responsible for 96 percent of all smartphone search traffic. Offering PPC solutions will help you position your clients in front of an ideal audience of new businesses right where consumers are already searching.
PPC is a highly sought after form of digital marketing because it provides measurable return on investment (ROI) for the local businesses that choose to invest. By adding paid management services to your offering, you’ll be able to improve your relationship with existing clients and attract new clients at the same time.
Reason #4: Support SMB clients at a variety of service levels
One of the many benefits of offering paid management services to your clients is the model's built-in ability to set a budget and stick to it. PPC allows you to attract and serve local business clients of all sizes at any price range.
Once you set a spending cap for any given campaign, the budget is predictable and your clients won’t have to worry about being charged a penny more or less than the services and results being delivered.
Reason #5: Help your SMBs make more data-informed decisions
Not only are PPC campaigns revenue generators from the clicks alone, the amount of data your clients will receive from the campaigns can help provide them with invaluable insights to inform their business strategies.
PPC allows advertisers to target their audience through keywords, location, and even time of day. In addition to cost-per-click (CPC) metrics, they’ll also have access to track every click and conversion that’s taking place on their website as a result of the campaign.
Reason #6: Leverage the power of paid search to grow your own business
Offering paid search management services to your clients will help you become more familiar with PPC solutions as a tool for attracting new business. By adding this to your own offering, you’ll have access to special wholesale rates.
You can access PPC solutions at a discounted rate and use them to help generate new leads. You’ll be able to market your own business to clients where they’re already searching for you, through Google and social media platforms.
Offer white-label paid search management with Vendasta
Paid search management can be daunting, especially if you haven’t considered adding the solution to your offering before. White-label PPC allows managed service providers to leverage a team of experts to fulfill the digital marketing services for clients under their own brand.
This means you can capitalize on the additional revenue of selling paid search management services and other high-margin digital offerings without the hassle of having to deliver on those solutions yourself. You can scale your business, without the added costs and worry of managing a team of people yourself.
Be the digital solution provider of choice for your local business clients and consider offering paid search management services today.