MSP Paid Advertising & Adwords Management That Works

Are you tired of low-performing PPC campaigns? Want to increase leads and revenue for your MSP company? We can help.

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How Do You Win With Your MSP Paid Advertising?

You may have heard that the key to great Google Adwords paid advertising is:

  • Low Cost Per Click (how much you pay for every advertising click).
  • High CTR (Lots of people clicking on your ads related to how many people see them).
  • Great CRO (Great conversion rate optimization, which means how many people contact you after landing on your website).

While all these are true, the key to great Advertising results for your MSP is Having a great sales process.

That's right.

Without a great sales process and sales team, it doesn't matter how many leads you get and how much you lower the cost of these leads.

It'll be money thrown out of the window.

You don't call them or answer 5 minutes after the contacted you?

You lose 70% of the opportunity.

Great Sales Process = Great MSP advertising results

They key to great MSP Advertising is to have a great sales process

What is MSP Paid Advertising or MSP PPC Management?

MSP Adwords management is a specialized form of PPC (Pay-Per-Click) advertising that is designed specifically for Managed Service Providers (MSPs). It's a way to use Google Adwords to promote your MSP company, generate leads and increase revenue through online advertising.

Think of it like this: when people search for solutions related to the services your MSP offers, you want your business to show up at the top of the search results. Adwords management makes that happen by placing your MSP's ads on Google and its partners' websites.

When someone clicks on your ad, they are taken to a landing page on your website where they can learn more about your services and give you a call or fill up a form. You pay for the ad when someone clicks on it. 

Ad results for MSP customers searching

But, here's the thing, managing a successful Adwords campaign is not easy.

It takes a lot of time and expertise to create ads that will catch people's attention, set up targeting options to reach the right people, landing pages that convert, and continuously monitor the campaign performance to make sure it's working. That's where our MSP Adwords management services come in.

We take care of everything.

From researching and selecting the right keywords to craftting compelling ad copy and creating optimized landing pages to ongoing monitoring and optimization, we've got you covered.

What Are The Steps Of Our MSP Adwords Management Campaigns?

Not all Adwords campaigns are created equal. Even for MSPs, it can vary from location to location and obviously based on the type of service you offer. Some are focused on Managed IT, some others in Co-Managed, shifting to Cyber security, and some others have a specific minimum number of seats.

All of this can dramatically change how you focus your ad campaigns. Here are the most common steps:

MSP-focused keyword research:

Identifying the most relevant and profitable keywords for MSPs to target for the campaign is the key to this step. 

  1. Identify Goals and Objectives: Before beginning keyword research, it is important to identify the goals and objectives of the PPC Adwords Advertising campaign. This will help narrow down the focus and provide a clear direction for the research.
  2. Identify Target Audience: Knowing the target audience is essential for effective keyword research. Keywords should reflect the interests, needs, and preferences of the target audience.
  3. Brainstorm Keywords: Brainstorming keywords is the first step in keyword research. Think of words and phrases related to the service the campaign is promoting for your MSP.
  4. Analyze Search Volume: Analyzing search volume is important for selecting the right keywords. It is important to choose keywords that have enough search volume to be effective, but not so much that it will be too costly.
  5. Check Competitor Keywords: Checking the keywords used by competitors is another way to find effective keywords. This can provide insight into the keywords that are working for other companies in the same industry.
  6. Analyze Cost Per Click: Analyzing the cost per click (CPC) of the various keywords is important for budgeting purposes. It is important to choose keywords that are within the budget and can bring a good ROI.
list of keywords for MSPs

MSP-specific ad copywriting.

Crafting compelling ad copy that effectively communicates the value proposition to your MSP target audience is key. 

  1. Brainstorming ideas: The starting point with every step of your advertising campaigns is to brainstorm ideas that are unique or have worked for other MSPs.
  2. Competition analysis: Looking at what competitors are doing is important to understand if your MSP may have some competitive advantages that can be added to your ads. 
  3. Writing the Ad copy: Most Ads will have a Headline, Ad copy, and then extensions. It's important to write at least 5 of each and let Google's AI optimize for the best ones.

Organized MSP Ad Campaign Structure.

Setting up ad groups, organizing keywords and ad copy in a logical and effective way that is tailored to MSPs.

Most MSP agencies will set up the easiest campaign for them but won't be as effective as making it as granular as possible.

We use clusters, groups, and keywords in addition to organizing it for all the cities you service and for all the services you want to promote. After that, we create detailed campaigns we can control to the T.

Granular setup for MSP Ad Campaign

MSP Ads Targeting settings.

Configuring targeting options such as location, language, and device to reach the right MSP audience is essential.

In general, the majority of MSPs get good leads from someone using a computer. This is usually an employee of the company doing research at the office because their boss asked them to do so or the founder of the company itself.

That doesn't mean you shouldn't target mobile visits, but over time you'll realize when you lower the bidding on mobile, then you'll get better results. There's one exception: Direct to call Ads (those are ads that "force" the user to call and there's no landing page).

Two clear examples of targeting are:

  • Organic targeting: This is the "typical" Google Ads targeting.
  • Maps targeting: This is the targeting that appears in the map pack on Google results.

This is just the tip of the iceberg when it comes to targeting settings for your MSP paid advertising, and it's part of what makes a good campaign successful.

Optimized MSP landing pages.

The majority of MSPs get this wrong. They try to create an elaborated landing page with tons of bells and whistles, using technical language and they don't realize they're pushing people away. 

You want to do the opposite: a landing page that it's easy to read. A landing page with multiple calls to action to contact you. A landing page that has a simple and direct message

Think about it, they're going o be contacting multiple MSPs to see which one they want to pay, and the first feeling you want them to have before meeting your sales team is that it's easy to work with you. This is a key part that will help all aspects of your MSP marketing.

Example of an MSP PPC Landing Page

Tracking and conversion tracking.

Implementing tracking codes to monitor MSP campaign performance and gather valuable data is imperative. If you can't measure it, you can't improve it. There are multiple stages in tracking and measuring. Here are two:

GTM Implementation: GTM or Google Tag Manager is the best tool to track and measure results. With it, you can integrate your Google Analytics, your CRM tracking if you use any, and many more.

Unique phone numbers: In order to make sure you know what calls and coming from your Ads, you want to create pools of phone numbers that redirect to your sales team to understand the performance of your Ads.

Unique forms: These can have a message or add a tag so you can make sure you can filter what leads are coming from ads and which ones are from other traffic sources.

As you can see tracking as much as possible with your ads is important to know where your Advertising dollars are going and how they're performing.

Additional Elements of your MSP Paid Advertising and Adwords Management campaigns:

So far we've described multiple elements that make your Advertising campaigns successful, but there's much more...

Bid management: Continuously monitoring and adjusting bids to ensure the campaign stays within budget and maximizes ROI for MSPs.

A/B testing: Regularly testing different elements of the campaign such as ad copy, landing pages, and targeting settings to improve performance for MSPs.

Performance monitoring: Regularly analyzing key metrics such as click-through rate, conversion rate, and cost per click to identify areas for improvement for MSPs.

Reporting: Providing transparent and actionable reporting that allows the MSP client to fully understand the performance of the campaign.

Click fraud protection: You'll be surprised how many competitors and bots click your ads, with click protection you can prevent wasted advertising dollars.

Optimization: Constantly optimizing the campaign by adjusting and testing different elements, to continuously improve the performance of MSPs.

And more...

I know this may be overwhelming but you don't need to do it yourself. We can help. Get in touch if you're interested in talking to us about getting your MSP advertising to the next level.