6 Things Your PPC Team Should be Doing Every Month
May 10, 2016
May 10, 2016
A PPC team worth its salt should be carrying out several tasks each month to optimize your campaigns and pave the way for success.
If your account goes stagnant, it’s going to cost your business much more money than it should, and you won’t see the results you’re paying for. But if your management team truly has your back, they’ll be closely monitoring your account and making meaningful improvements to earn their management fee and help reach your goals.
Here are six things your PPC team should be doing every month:
The PPC world is always changing. “Set it and forget it” may be a token phrase for infomercials, but the same can’t be said for PPC campaigns.
A good PPC management team frequently optimizes your account by:
Testing ads and landing pages is the lifeblood of PPC. A PPC team should be making educated A/B testing decisions each month, running tests, and then making adjustments to your campaigns based on the results. This keeps your ads as fresh and effective as possible.
For example, at ParaCore we follow a three-step process:
PPC platforms like Google AdWords and Facebook ads are regularly tweaking the way things work and rolling out new ad formats.
For example, over the last year we’ve seen Gmail advertisements, Instagram ads, and Facebook’s Canvas advertising format. Each one has its own best practices and specialty uses.
Your PPC team should be paying close attention to these changes, as they can present new opportunities and could drastically affect the performance of your ads. This is where a PPC-dedicated agency shines.
In an agency setting, the PPC team is keeping one another aware of new developments. And with multiple brains working together, the team will be able to make the best suggestions regarding when and how to use a new ad format for your business.
A good PPC team captures how their optimizations affect your campaign performance. A great PPC team will present these results to you each month in a simple, understandable report.
A quality AdWords report only presents the most relevant metrics. Plus, it boils down complex information into a clear snapshot that helps you understand the data and make strategic decisions.
With technical details like conversion metrics, tracking pixels, and call tracking, PPC analytics can take quite a bit of advanced expertise.
For example, conversion pixels are a fairly easy concept to grasp. They tell you if someone has viewed a page, such as a thank you page after filling out a form, so you know if the user has completed your desired action or not.
However, implementation is not so easy. It often requires adding code to your website in a very specific place, and if it’s not added perfectly, it won’t work properly. A conversion pixel isn’t much use if it’s triggering at the wrong time or not triggering at all.
A PPC team should be knowledgeable in the tech details and familiar with even the most complicated analytics. Plus, you should feel at ease handing them the keys to your website and campaigns, knowing they’ll make improvements without breaking anything.
In digital marketing, things change every day – and sometimes every hour. A competitor might crack down on a keyword you’ve been targeting. A piece of your sales funnel might stop sending leads. A rule might be enforced that causes one of your campaigns to be shut off. It happens.
What matters is how well you’re able to bounce back.
If you’re managing PPC internally, a situation like this can pull you or one of your employees off of an important task in order to figure out what on Earth is going on with your account. But if you’re working with a PPC management company, you have a dedicated team that’s ready to start digging for the root cause immediately and proactively plan for what’s ahead.
If not, let us show you how we can do it better. Get in touch for a free consultation, and we’ll let you know how your account can be improved. You’ll even get $100 ad credit for new pay-per-click campaigns to give you a head start on implementing our recommendations. Come say hello.
ParaCore has done an amazing job helping me and my organization with Paid search, video and social programs around the world. I love how proactive, organized and passionate they have been. It's been a great pleasure! If anyone is looking for an agency for these services, you will not go wrong with ParaCore!
We have been working with ParaCore for just over 6 months. There are 4 things that really stand out with this organization responsiveness, communication, openness, and expertise. We came to them with several challenges and they really stepped up in a big way. They have always been available and provided regular updates. They are always very open about what they are seeing and what is happening. They are definitely experts in the paid search areas. They have no problem sharing exactly what they are doing. We are looking forward to a long term partnership.
Paracore is extremely knowledgeable and helpful. They continually present us with new optimization ideas and genuinely care. I highly recommend working with them for PPC support.
Paracore is terrific! If you're looking for an experienced, professional PPC management company to help with your company's search advertising you'll be happy to have found them. Adam and his team are knowledgeable, responsive and a pleasure to work with. They handle our Google Ads, display advertising, facebook advertising and Instagram advertising. They also handle our landing pages. HIghly recommended!
We have been partnering with ParaCore since 2018. Our account is complex and they love the challenge. They work hard to earn our business by presenting new trends, testing new methods and evolving our account each month. They are organized, quick, kind, accommodating, technical and they make an effort to understand our business.
ParaCore has been amazing. Their staff is extremely knowledgeable and professional. After trying to personally navigate Google Ad's for a couple of years I found it to be confusing and ever changing. Having a professional, knowledgeable company like ParaCore has increased the quality of leads and reduced our monthly spend. I highly recommend ParaCore.
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