Get results faster with our PPC management services!

PC management is the actual implementation of your PPC strategies, which may be in Google Search, but can also be on social media platforms and other websites. It’s the day-to-day researching, creating, monitoring, measuring, A/B testing, and adapting of your company’s PPC campaigns (as well as your competitors) to ensure you’re getting the most out of your ad spend. It involves tactics to maximize your return on investment and is often performed by a PPC expert who understands how PPC ads work best to help you achieve your marketing goals.

Good candidates for hiring a PPC Management company include anyone who is:
• new to online advertising
• struggling with the ad platforms
• doesn’t have the time to keep up with industry trends

Professional PPC management allows you to set a budget and predictably establish your cost-per-lead, so you can more reliably measure your Return On Investment (ROI). But that’s just the beginning.

Some of the many benefits of Pay Per Click advertising include:

• Setting your budget. Never spend a penny more.
• Targeting your customers by keyword, location, time of day
• Tracking every click to your website
• Tracking and recording every call to your website
• Tracking every conversion on your website
• Knowing EXACTLY what you spend to get a new prospect
• Getting predictable ROI every time – if it’s profitable, spend more. If it’s not, stop.

At face value, PPC seems simple, and when looking at it from the results side of things, it certainly can be, but there are many reasons that hiring someone to handle your PPC management is so worth it:

Some companies might frown at the added expense of hiring a team to manage their PPC campaigns, but in almost every case, a PPC management team more than pays for itself by increasing efficiencies. External teams who manage ad spend on a day-to-day basis are often more effective at delivering a profitable cost per lead – even with the costs of the service. In the end, a company should only analyze the cost per lead that their internal team delivers vs. the cost-per-lead that an external team delivers (including commissions, fees etc.) CPL from a professional team is almost always lower. In fact, most internal PPC management teams don’t even measure CPL.

We have found that many of our clients are frustrated with their ad performance. The ROI doesn’t justify the time and money they’re spending on managing their PPC in-house. Many businesses we work with are trying to spread themselves and their people too thin, managing a business and trying to market at the same time, and finding that their marketing, business, and people all underperform as a result.

We believe that every business should work toward its strengths. In fact, this is one of our core values. If we don’t think we can do something well, we’ll tell a client because they’re what we’re all about. At the same time, if you’re trying to run a business and market at the same time, you’re likely not working to your strengths.

Any time we’re not working to our strengths, we end up working much harder and still may not get the results we want, need, or expect. And this can cause some real problems.

• Boredom. In-house employees who have been doing the same kinds of things year after year can become uninspired and unproductive. Unlike an outside PPC management firm, they don’t often get feedback except the ad performance itself. All of this can lead to “silly” oversights that go undetected for months and cost you money.
• False Sense of Confidence. An in-house marketing department is competing with itself most of the time, not your competitors. This can lead to complacency and an “it’s good enough” feeling, maintaining status quo instead of growing. It’s hard to know what’s possible because your internal team will often develop this tunnel vision.
• Gaps in Expertise. No one person can be great at everything, and PPC is not all one big skill. It’s multi-faceted. When you hire in-house, often a team of one (or a few) is all that you can justify keeping on payroll. Alternatively, when you hire an Internet Marketing Company, you are getting a team of people with a variety of expertise, skills, technology specialties, and more. They’ll be able to tie all your marketing efforts together using a team of specialized marketers.
• Uncertain results. Internal PPC management often leads to one or a handful of people spread too thin, so PPC monitoring falls by the wayside. A lot can happen with a PPC campaign within hours or days, so when it’s not consistently and reliably monitored, this can spell disaster in terms of wasted money, damaged customer relationships, and significant missed opportunities that impact long-term ROI.

Well, any of them. We recommend “experiments” for ad platforms that we think will have a high chance of success. We give each channel our best shot and ensure a large enough data sample size that we can make an educated decision 120 days later. Along the way, we’re continually improving your campaign to reduce cost-per-lead. So long as you’re measuring cost-per-lead on a  per-channel basis you’ll be in great shape. This is hard to accomplish in-house. Channels that we manage include Google Ads, Facebook Ads, Bing Ads, and paid social media advertising. However, in the end it doesn’t matter which channel is the most expensive or the least expensive – so long as the total net revenue generated by the paid ad campaign is more than the total cost of the running the campaign. Spending $1 to make $2? You’re in a position to scale your business!

Constantly split testing is one of the most effective methods for optimizing PPC ROI. In general, we’re running multiple ad groups in every channel. Why? Every time we run a split test, there’s a winner. Ads that win move on. Ads that aren’t optimal are eliminated. If we do this over a long period of time, your cost-per-lead is reduced repeatedly. 

PPC monitoring is the process by which a team constantly oversees, measures and improves each campaign for effectiveness, ensuring PPC efforts are yielding a positive ROI. Often, an internal team has a set-it-and-forget-it process. An external team should be motivated to reduce cost-per-lead over time, even when the campaign is already profitable.

If you’re new to this, hire an agency. It can be very expensive and waste valuable ad budget to experiment with this internally. If you lack PROVEN in-house resources to take care of this yourself, don’t delegate this task to someone internally. It’s a virtual guarantee that you’ll be paying more than you should for leads – even if they’re doing an OK job.

Ad Extensions: Take up more Search Engine Results Page (SERP) real estate by using Ad Extensions. Think of it like this. In the “olden” days, print ads were considered to be more effective if they were larger. The larger the ad, the more phone calls a business would receive. That’s why corporations would take out large $50-100K ads in major newspapers (per day!). Ad extensions do the same thing. The more ad extensions you have in your Google Ads, the more real estate you take up on the SERP. This is especially important on mobile devices.

There are two ways to do this: Expand your PPC strategy with new campaigns, ad groups and target keywords. Split test your existing assets to boost performance. Every stage of your PPC marketing funnel can be optimized for greater success: Test new keywords and see how they perform against existing (but relevant) keywords Split-test new ad variations with new headlines and description copy Split-test landing page elements such as headlines and calls-to-action. Before you begin testing, first define which metric you’re aiming to optimize. Sounds complicated and time-consuming? It is.

There’s lots of metrics that you can measure – like cost per click, click through rate, and time on page. But these high-level metrics don’t give you the insight you need to know that your campaign is working. There’s much more important business metrics that help you understand if it’s worth it to engage in a paid advertising campaign. These metrics can include: Customer Lifetime Value (CLV or LTV), Customer Acquisition Costs (CAC) Return on Ad Spend (ROAS), Return on Investment (ROI), Average Deal Size and Product Margins. You’ll notice that these metrics are more in alignment with your business goals. Whatever your “true north” metrics are, it’s important you use them as a benchmark for the success of your PPC management efforts.