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5 Ways to Get More From Your PPC Manager Without Paying More

White Shark Media

10 years ago



So you have done it. You have decided to go to the PPC advertising route. After doing your homework, you have found a PPC agency that you trust
and believe will help you get where you want to go.

You are a bit nervous about whether it’s the right decision for you to hire a PPC agency. As a small business owner, you understand the need to advertise, but you don’t have a lot of time to devote to it. You have a business to run!

At the same time, you’ve probably heard about or even tried, PPC agencies where you became terribly disappointed after the initial onboarding phase.

Does this sound familiar?

Let me tell you a little story about one of my first days in White Shark Media.

I get back from lunch and find my colleague on the phone happily chatting. An hour flies by and he is still on the phone. I had something to ask him and I forgot already because he is still on the phone! When he finally hangs up I ask him who that was “Oh, that was John, one of my clients, we were talking about the new remarketing campaign I created for him, and then we got a bit carried away talking about the birthday party he held for his daughter over the weekend” he said.

Now, I’m not saying that we should all sit around in a circle and braid each other’s hair. But that is, in my opinion, what we should all shoot for! Not to mention that it’s a great example of an amazing PPC manager-client relationship.

I have several times experienced clients who mention that they feel we are sitting right next to them at their office, and how we are a part of their success. Of course, that makes us PPC managers feel great, but guess what? That’s just us doing our job!

So in the spirit of not forgetting those key things, here are 5 tips to help you get the most of your new PPC agency and guess what – it starts by building a great relationship with your PPC manager.

1. Set Realistic Goals.

Whenever we start any project, we want to see results as soon as possible. But what are those results you are talking about? Tell your PPC manager what it is that you want to achieve and when you would like to achieve it.

A great approach that I love to use is the S.M.A.R.T approach. This is an acronym that refers to creating:

  • Specific: Don’t let your goal be misinterpreted
  • Measurable: Choose a goal you can track even if it’s not an ideal goal
  • Attainable: Do the math – Don’t expect $5 CPAs if you have $4 CPCs
  • Relevant: Make it relevant to the bottom-line in your business
  • Time-bound goals: Give a timeline for when the goal should be reached

Let me give you an example; I have a client in the consulting business who deal with few, but high-value clients.

When I called my client on day one to have our standard White Shark Media Welcome Call, we agreed to the following S.M.A.R.T. goal:

Specific: With an average conversion rate of 10%, we would need at least 10 relevant clicks per day within the set budget to achieve one lead per day.

Measurable: We would track phone leads by Call Tracking and form leads with Conversion Tracking + Google Analytics.

Attainable: With $8 CPCs and a $100 daily budget our goal was very attainable.

Relevant: If we can get one relevant lead per day to our client she could close 33% resulting in 10 new clients per month, which is more than enough to break even and then some.

Time-bound: Our client specifically gave us three months to attain this goal. She was willing to risk her AdWords spend and our fee three months until she would pull the plug.

In short, your PPC campaign will benefit from having a purpose and a direction, and so will you, your business, and your PPC manager.

Setting realistic goals also goes perfectly with the next step, which is, to be honest. If your PPC manager only believes that it’s possible to have a 2% conversion rate for your industry, but you expect a 15% conversion rate we need to be honest with you. If you don’t have the goal-setting talk with your PPC manager you wouldn’t have identified this expectation gap.

2. Be Honest.

It is important that you tell us the truth about your business. From the things that are unique and positive about your company to your struggles. At the same time, you should also expect your PPC manager to be honest about the results she can work to get you, any changes in the way the company operates, or his opinion about questions or comments you make.

As my colleague, Alfredo Blandon said: honesty is definitely not the prettiest but it is by far the most effective when it comes to generating client loyalty and transparency. In a nutshell, honesty really IS the best policy. From my experience, you can’t ever be hurt by it in this business.

3. Communicate About Your Wishes and Avoid Making Regular Changes Without Consulting Your PPC Manager

There is a strategy behind every PPC campaign. Whether it is split-testing the ad copy or targeting specific cities, your PPC manager has a reason for doing what she is doing.

It is important that she explains to you clearly what it is that they’re trying to accomplish and what it will take to get there. It is also important that you trust their expertise and experience in the PPC management field.

For example, one time a client of mine added a keyword without notifying me, and I noticed it the day after. The keyword was set in Broad Match, and it had received a very large amount of (irrelevant) clicks that had eaten through the budget. That “small” change cost my client $518 in just one day.

You can avoid this type of situations by communicating suggestions to your PPC manager if there is something you are unhappy with, or if you simply want to try something out. She will have experience with the type of changes that you are suggesting and can give you an explanation as to what the best next step would be. Keep in mind that your PPC manager should also notify you every time they make an optimization to your account.

That said, we fully understand if you need to pause the campaigns because you’re off or if you change a promotion that you have removed ahead of time. Just make sure you notify your PPC manager.

4. Give Updates

Do you have a summer sale? Fantastic! Let your PPC manager know. You are out of stock on a certain product? That’s too bad, let your PPC manager know so that the product is removed from the campaign and you don’t waste ad dollars on something you do not even have in stock.

In short, help us help you by telling us what to add and what to avoid when it comes to your campaign.

5. Provide Feedback and Don’t Hold Back Your Concerns
PPC managers are great at managing PPC campaigns. But you are the person who knows the most about your business. Be upfront about what you think is being done the right way and what aspects you believe should be improved. Only by voicing your concerns can your PPC manager explain herself or make corrections to the strategy.

PPC managers can often fall victim to their environment. They sit with other PPC managers all day and a lot of things go by as mutually understood, so not everyone is as good at explaining aspects they believe to be mundane.

On that note, be open about feedback about your business. Remember that your success is the only thing in the PPC manager’s mind, thus, they will tell you about certain practices that will benefit you. You never know the difference this advice could have on your business.

There Are Two Sides to Every Story

It is easy to ignore the other side of the picture. But hopefully, with this post, you will have a different outlook on the job your PPC manager performs. At the end of the day, following these tips will help you make the best of your investment, and maybe, just maybe, get a new friend in the process.

If you are a PPC Manager or a client that has hired a PPC agency and have more tips/experiences you want to share with me. Tweet at me @ximenacordon or shoot me an e-mail!

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