While this post may seem a bit self-serving coming from a PPC manager, my intention here is only provide you with a few things to think about while weighing the choice of whether or not to work with a PPC marketing agency. The relationship between a company and agency works best when the two parties work toward the same goal. Knowing what to expect, and what not to expect can help you judge whether or not outsourcing this work is a good fit for your organization.
1. PPC managers are in touch with the industry. Things change rapidly in online marketing, and this is especially true in the world of pay per click (PPC). Just within the last couple of months, AdWords announced two major changes that will affect the implementation of PPC strategies for the foreseeable future.
2. PPC managers see a number of accounts. Through trial and error across a large number of disparate accounts, a good PPC manager will understand when to suggest different strategies that can help you achieve your goals more quickly.
3. PPC managers know how to set goals. Setting up conversion tracking in the right areas leads to the best results. Knowing what to track, why to track it and what value tracking something has is the key to ongoing success.
4. PPC managers will know how to interpret reports. There is an amazing amount of data generated through PPC. From click metrics inside your account to onsite user trends reported through Google Analytics, knowing how to make sense of these reports in a timely fashion saves time and money.
5. PPC managers can help you save money. There are many default settings in PPC accounts that often serve to extract more dollars from online advertisers. Through knowing which settings to employ and which tactics to use, a good PPC manager will often pay for themselves through superfluous click savings alone.
6. You will save time on your end. The point of outsourcing anything is to free up internal resources. If you are spending valuable time adjusting your account, then hiring a PPC agency might be a good move for you. How much is your time worth?
These are all great things, but even a great PPC manager with a great strategy and flawless execution will only go so far.
There are also a few things you should not expect from PPC management.
1. PPC won’t make your site convert better. If your site is set up poorly or you making it difficult for a visitor to give you information, or if your checkout page give users a security error even the best PPC account in world will only take you so far.
2. PPC is not a Hail Mary. The best PPC account is only one piece of the puzzle. Invest in your site and maximize other forms of online revenue. SEO, email marketing and conversion rate optimization are all complimentary services that can help a PPC campaign perform optimally. Online marketing is a case where the whole is often greater than the sum of its parts.
3. PPC managers won’t review your site daily. Communication is key. An affordable PPC manager will not have time to review your site every day and update your campaigns accordingly. If you have any new products or services, or if you adjust your local service area, you have to be in communication with your PPC provider.
By knowing what to expect, you should be able to make a solid decision before signing a contract with a PPC marketing consultant. Take some time to talk with your potential provider so that you have a good sense of what working with them will be like. By doing so, you should have a good experience with results that will propel your business to the next level.
Nathan Pabich is the Director of Paid Search at Digital Third Coast, a digital marketing agency based in Chicago. You can find Nathan on Google+. Connect with Digital Third Coast on Google+.