PPC Management is the essence of a good PPC campaign, but the term is often misused. At GoldLadder, it is all about working towards your sales objectives. If this means a fundamental account redesign partway through, then so be it. If your website and product line changes, so must the PPC campaign. Other agencies may tell you they "manage your bids", but in reality they are just checking the account is running and spending your money. To grow sales and reduce waste, an account manager must always ask the following question during a ppc management session:
Where I see conversions:
- Are the conversions within target cost per conversion? Can I lower the cost more?
- Can I research further keyword variants to get more conversions like this?
- Can I create better ads to increase the CTR to drive more sales?
- Isolate best performing ads/keywords into seperate campaign?
- Remember: competitors are watching and copying, evolve or lose the lead.
Where I don’t see conversions:
- Is it lack of traffic or poor quality traffic?
- Is the ad compelling but accurate?
- Is the landing page suitable?
- Has the product sold out/fully booked/overpriced?
- What are the competitors doing and is it working?
- Delete, pause, lower bids, change match type?
- Do I need to increase the amount of negative keywords?
- Are people clicking back or are they starting but not completing the checkout process?
- Move budget away from poor performing areas until performance increases.
- Remember: waste is dangerous. Lack of sales is deadly.
So, you can see that by following these rules, PPC Management encompasses keyword research, ad creation, website linking, competitor monitoring, budget and bid management, ROI tracking, analysis and consultancy – in fact all work associated with Pay Per Click. You may want to think about this if your existing agency tells you any of these jobs fall outside their PPC Management services.
"Over the years GoldLadder have demonstrated a personal and tailored approach to search marketing that has achieved both brand growth and generated the best ROI of all our current channels"
Curtis Stapleton – Online Marketing Manager, Investors Chronicle
If you want to know more about GoldLadder’s approach, or more about our services, please Contact us – we’d love to help.
