Six Questions to Ask Your PPC Manager
If you employ a digital marketing company or freelancer, then odds are they are running pay-per-click ads on Google, Facebook, or another platform. As a professional, they are probably experienced in managing PPC campaigns, but that doesn’t mean they are applying the best PPC practices. In order to stay on top of your PPC manager, there are six questions to ask to make sure you are in good hands.
1. How do I log in?
Although you shouldn’t be making changes to a campaign that you’re paying someone to manage, you should ensure that you retain ownership of the account. If you should ever part ways with that provider, you’ll want to hold on to the campaigns that you paid them to create. When you choose a new provider, this data will be a useful starting point and benchmark for them to work from.
2. Where are my landing pages?
You should own your landing pages. There are plenty of PPC managers out there who will create their own landing pages for you. This is a questionable practice from a transparency perspective, because you likely don’t have access to the Google Analytics for those pages. This also allows your PPC manager to “turn off” the landing pages if you ever part ways, and just like in item 1, you’ll always want to retain work that’s been done for you.
3. How are we tracking conversions?
Clicks and impressions are great, but if they’re not making the phone ring, they’re not worth it. Most PPC platforms have conversion tracking options that will let advertisers track phone calls, contact form fills, purchases, and more. If your PPC manager isn’t helping you track ROI, you need to ask them why not.
4. What does our targeting look like?
As an advertiser, you know your customer base better than your agency does. You need to understand where, when, and how consumers are interacting with your ads. These interactions start with the targeting parameters set by your PPC managers. You want to make sure ads aren’t displaying at the wrong time of day, in the wrong zip code, or for the wrong search terms. If you’re advertising in Google AdWords, for example, you should ask for an exported list of the keywords that can trigger your ads, and that have done so in the past.
5. What isn’t working?
Your PPC managers might see great click through rates and think that everything is going well. If you aren’t noticing those numbers reflected in your bottom line, you need to tell them. There are hundreds of different ways to attack the PPC market, and if one simply isn’t working, it might be time to move on to the next one. Google AdWords has about ten different combinations and kinds of ads that can serve on the Search network alone- have you tried them all?
6. Where can we scale?
If your conversion tracking is working and you know that you’re ROI positive on a certain Ad Group, it’s time to scale. Investing more money may well increase conversions – but you should ask your PPC management provider first. For example: if you’re ROI positive on a particular ad group that has a 99% impression share, more budget won’t do it. You’ll need to expand your targeting too.
PPC is a very large part of most companies’ marketing budget, making it even more vital that you remain informed about your campaign’s progress. The six simple questions we mentioned are a great way to ensure that both you and your PPC manager are on the same page. Collaboration and communication are key in creating a successful advertising campaign that conveys the desired message and yields the desired results, so ask your PPC manager these six important questions today!