Understanding PPC and PPC Management
What is PPC?
Pay-per-click (PPC) advertising is a digital marketing model where advertisers pay a fee each time one of their ads is clicked. It’s the classic “spend money to make money” model. The goal is to generate at least $2-3 in revenue for every $1 invested.
How Are Ad Platforms Paid?
There are more advanced targeting options available, but the majority of PPC platforms, like Google Ads, operate on a cost-per-click (CPC) basis. This means you pay only when someone clicks on your ad, making it a highly measurable and efficient form of advertising.
What is PPC Management?
Good PPC management involves strategic planning, execution, and monitoring of PPC campaigns. Here’s what you’ll see included in good PPC management:
| Keyword Analysis | Budget Management | Competitive Analysis |
| Campaign Creation | Campaign Management | Keyword Research |
| Landing Page Optimization | PPC Budget Review | Ad Copy Creation |
| Billing Settings | Conversion Tracking | Cost Analysis |
| Performance Analysis | Ad Extension Creation | Audience Analysis |
What Good PPC Agencies Do
1. Manage Expectations
Reputable agencies never make absolute promises about performance. They will, however, provide ranges and expectations. But they’ll avoid guaranteeing specific results. Beware of any agency that guarantees outcomes in their pitch or proposal.
2. Balance Staffing
Good agencies staff teams with a mix of experienced professionals. This will give clients a blend of expertise and fresh perspectives. Definitely avoid agencies with all juniors which could lead to subpar performance.
3. Low Turnover Rates
High turnover can disrupt your campaigns. Reliable agencies have lower employee turnover rates.
4. Communicate Effectively
A good agency communicates at your level. They should adjust their language and explanations based on your understanding of marketing, no matter if you’re an expert or new to the field. When meeting with an agency during a pitch meeting, have a diverse team to gauge their communication skills.
5. Flexible Contracts
Long-term contracts with easy outs are preferable. Beware of agencies that lock clients into lengthy commitments without exit options. Look for contracts with a 30-day notice period.
6. Size and Fit
An agency’s suitability depends on your budget. If you spend less than $100k/month, avoid the big agencies where you might be a small client. Ask about their biggest clients and where you would rank in their client mix to ensure you get adequate attention and resources.
7. Comprehensive Understanding
Good agencies will include present financial projections that you can use when presenting to your CFO. They’ll also include reports specific to marketing managers, and summaries for CEOs. Pro Tip: Request examples of their reports.
8. Team Presentation
In pitches, ensure you hear from the entire team, not just one person. This helps you understand who you will work with daily. Agencies that allow team members to present demonstrate transparency and teamwork.
9. Strategic Thinking
Top agencies think big picture. They don’t just suggest immediate fixes but provide broader perspectives and long-term strategies. During account audits or broader discussions, look for their approach on complex issues you run into.
10. Proven Track Record
Reputable agencies have proof of their success through case studies and client referrals. Always ask for these to validate their claims. But also keep in mind that every agency has success stories. Their processes, insights, and execution will matter more than hand selected case studies.
11. Honest Assessments
Good agencies are honest during audits. If there are no major issues, they won’t fabricate problems. Instead, they’ll build trust through transparency.
12. Focused Teams
Agencies that keep their teams on a small number of accounts often deliver better results. This approach might require higher fees but ensures dedicated attention. Ask how many accounts your specific team will handle.
What to Expect from a PPC Specialist working on your campaign:
Keyword Analysis: Identifying and targeting keywords and search queries used by potential leads.
Channel Strategy: Utilizing platforms like Google AdWords, Bing Ads, and paid social media placements (Meta, Twitter, Reddit, etc.).
Monitoring: Keeping a close eye on search term reports and ROI to optimize ad spend.
Competitive Analysis: Observing competitor strategies and deciding whether to compete directly or find gaps to exploit.
Negative Match: Filtering out non-converting keywords to optimize ad spend.
A/B Testing: Continuously testing different ad elements to find the most effective combinations.
Setting Yourself Up for Success with a PPC Agency
Here’s a couple of pro tips to set yourself up for success when engaging with a PPC agency. You’ll want to make sure to have your ducks in a row before starting so your launch goes off without a hitch.
1. Set Clear Goals: Define what you want to achieve with your PPC campaigns.
2. Communicate Expectations: Clearly communicate your expectations and desired outcomes.
3. Share Data Openly: Provide revenue and sales data to help the agency optimize your campaigns.
4. Choose a Single Point of Contact: Designate one person to liaise with the agency to avoid miscommunication.
By following these guidelines, finance CMOs and CEOs can select a PPC agency that aligns with their goals and maximizes their advertising ROI.
