Believe it or not, there is a certain art and science to selecting and hiring a good Pay Per Click (PPC) manger for your online advertising campaign. Whether it be an individual or a professional PPC management agency you hire, there are several things you should be aware of when making the decision to employ someone else to manage this critical aspect of your business. You should feel confident in your PPC manager’s ability to deliver you the results your company requires, knowing that they are not going to take advantage of your inexperience or lack of education about PPC strategies. So how do you weed the good ones from the bad? This article will help you to understand what makes a PPC manager “good” and what you should be looking for when you’re considering hiring outside help for your company’s PPC campaign.
What To Consider When Looking To Hire a Good PPC Manager or PPC Agency:
- First, you want to ensure that the company or individual truly wants to help improve your business. Rather than focusing on how much money you need to spend every month, a good PPC manager or company will demonstrate a genuine interest in helping your company grow and succeed in the online marketplace overall.
- Your PPC campaign will depend on several things. One of these things is whether your company is large or small. For example, a small company’s PPC account will be a lot different from the PPC account of an extremely large company with a seemingly limitless budget. Therefore, a good PPC manager needs to understand your specific business and its needs. Only then can they begin to properly target your campaign to the correct group of users. Be cautious if your PPC manager likes to apply the “one size fits all” strategy, because we all know that in reality, one size does not fit all. If your PPC manager is asking you detailed questions about your business (i.e. services or products you offer, who your customers are, and who your major competitors are), this is a good sign. Your PPC campaign should be customized to meet the needs of your company and aimed at the correct target audience. Therefore, it should be individualized, unique, and tailored to your specific business’ needs.
- Tracking reports to show you details about your PPC campaign, such as the number of clicks you’re getting and whether or not the cost per click is actually worthwhile, is another major aspect of a good PPC manager. Generic or automated reports that do not reveal these important details should raise a red flag for you as a business. In addition, your PPC manager should be willing and able to explain these reports to you so that you can sift through the keywords that are not making you any money, get rid of them, and only keep the ones that are generating revenue. Remember, paying someone to visit your website is useless unless you are receiving something in the form of a product or service being purchased or at the very least their contact information. So if you’re paying people to come to your site and then leave, you are throwing money away. Your PPC manager should be able to guide you through this “filtering” process with detailed reports, and help you maximize your revenue-per-conversion versus your cost-per-conversion.
- Your PPC manager should also be transparent with you. This means that he/she should not only be able to explain your PPC account and reports to you, but also be able to explain specific actions regarding your account. Ask questions like “Why did you choose to do it this way versus another way?” If your PPC manager is unable to answer basic questions such as these, you should be skeptical. Ask for access to your PPC accounts, and don’t take the “Trust me, I’m an expert” answer as a sufficient explanation as to why you are not being told specific details about the way your money is being spent. These are things you can and should know, and a good PPC manager will have no issue sharing these details with you.
- Another characteristic a good PPC manager should possess is willingness to educate. What this means is that your PPC provider should be willing and able to educate you about PPC strategies. Chances are if you’re engaging in this type of online advertising, you know a thing or two about it. However, you may not know all the ins and outs of what makes a good, strong PPC campaign or why your PPC manager has chosen to structure your campaign in a certain way. If your PPC manager is unable to answer your questions or educate you about the basics of PPC and how the structure they have applied to your specific campaign will benefit your business, you should question their skills and abilities. A good PPC manager will work with you, not just do it for you.
- Ensuring that your PPC manager is targeting your correct audience is another crucial factor to consider when selecting an individual or company to manage your PPC campaign. Both you and your PPC manager need to know where and when your ads will appear, which may include doing some research on what your target audience is searching for. Correctly targeting your desired audience (both geographically and demographically) will not only help your PPC campaign’s performance, but will also maximize your Return on Investment (ROI). Remember that ROI and website traffic are not necessarily correlated. Your website may have a large amount of traffic, but high traffic is not equivalent to high profits. A good PPC manager will know this and ensure that you are targeting the right audience with your ads.
- The online market is constantly changing, and your PPC manager should be aware of this. A good PPC manager will be up to date with the latest PPC developments and industry trends, and will be able to explain to you why or why not these new strategies are a good fit for your campaign. You don’t want to miss out on golden opportunities by hiring a PPC manager who isn’t knowledgeable about the most recent developments in the online advertising world.
- Testing is an important part of a good PPC campaign. A good PPC provider will do more than just manage your campaign, and will conduct tests (i.e. split-testing, experimenting with new keywords, etc.) to continually improve your specific PPC campaign. Testing is one of the best ways to determine what is and what isn’t working for your campaign, as you can use the results to modify and make the necessary changes to it.
As you can see, there are many characteristics that make up a good PPC manager or agency. If you’re considering hiring a PPC provider to manage your ad campaign, there are several things you should take into consideration, as mentioned above. Like most things, a good PPC management service may not come “cheap”. To succeed at PPC, it takes research, testing, hard work, and time. So make sure you’re asking the right questions and getting sufficient answers from your prospective PPC provider before committing. If you’d like help with your PPC campaign, or even have questions about PPC in general, feel free to contact us today for a free consultation. Our team consists of qualified and experienced members who have what it takes to help you build and manage your PPC ad campaign and remain competitive in your marketplace.