PPC Search Engine Management
PPC search engine management is an important part for any business that wants to use the internet to grow their business. There are of course many ways to utilize the net for your business, but PPC is so technical and requires so much specialized knowledge that it is best to simply find people who are experts at it and let them handle your PPC campaigns for your business.
But chosing the right people to manage your online advertising campaigns is an important task. After all, they will not only charge you for their services, but they will also be the ones that will decide how exactly to spend your online advertising budget. That is why sometimes the cheaper providers might end up being more expensive.
The first thing that you should always look for is whether they are a “Google Adwords Qualified Individuel” or a “Google Adwords Qualified Professional”. This basically means that they have been certified by Google to be competent at handling PPC campaigns using Adwords.
You might also want to look at how long a company has already been involved in PPC marketing, and how many customers they have served.
Other things that matter when deciding on a PPC search engine management provider are:
- Will you have a dedicated account representative that you will be able to contact at any time? (PPC campaigns never sleep, and your money is on the line).
- Will they regularly analyze the effectiveness not just of overall campaigns, but also of individual keywords?
- Will they help you to set up tracking and analytics solutions that help you to make an informed decision on whether you should keep a campaign, modify it or delete it?
- Will they monitor clicks, costs and conversions on a daily basis?
- What is your monthly PPC budget? Does the PPC agency accept customers with your budget? (Some agencies require a minimum budget of $10000 or more – if you are a small business, that would be unreasonable).
Some companies also charge based on how many visitors they send you. This is generally a bad idea, because it sets the wrong incentives. Rather than quantity of visitors, you should look at how much money the visitors make you. It is very easy to send you tens or even hundreds of thousands of visitors – but it will cost you money, and if the quality of the traffic is not good, then they won’t make you money.
Other companies charge “per keyword”, “per campaign”, “per ad group”. Again, this is an understandable policy, as it in a way reflects the work that is involved for the people managing your campaigns – but it sets the wrong incentives. If somebody gets paid more for setting up more campaigns, more keywords, etc. then they will likely do so – but more out of their own financial interest, rather than yours.
It is important that you find an individual or an agency that works together with you by first establishing what your desired outcome of a PPC campaign is. Then you should establish how much that outcome is worth for you. The pricing of their services should be tied to the outcome they will help you to achieve.
