There are many ways to bill for PPC management and each has its own distinct characteristics. Some of these billing techniques align more with an agency, and others more with an advertiser. For agencies, the proper billing types can make the difference between being profitable and going out of business. In addition, if your goals are aligned with your advertisers, then long term synergies usually develop which means longer client retention. For advertisers, it is important to understand the options that exist. Not all agencies offer all of the below pricing options. However, some will be willing to work with you to find a solution that benefits both parties. A contract extends beyond just billing to include contract lengths and contract renewal types. First, we will examine agency fees, then we will dive into contract lengths. By seeing the billing point of view from both an agency and an advertiser, it can be easier to choose the proper type of contract so that both the agency and … [Read more...] about PPC Management Options – Are Your Fees Inline With The Advertiser’s Goals?
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When I do PPC webinars, I always like to open with a quick poll. In a recent webinar, I asked attendees to fess up to how much time they spend working on their AdWords account every week. The results were very promising: Not so fast – it doesn’t take a genius to realize that self-reported activity isn’t always reliable. Few people exercise as much or eat as little as they claim to. I wondered if PPC marketers were overestimating the amount of time they spend in their AdWords accounts — to the detriment of their results. How Much Work Are PPC Managers Really Doing? To test these claims, I decided to check the Change History logs in some live AdWords accounts. For this informal study, I looked at around 400 accounts of advertisers who recently became WordStream customers, setting the date range for the 30 days prior to their signing up with the software and essentially just counting up the number of changes in the account. In the following graph, “Activity … [Read more...] about Hey, PPC Managers: Stop Being So Lazy!
There are lots of articles out there on what successful people do in the mornings (like this one), and you might have a specific set of things you like to do when you first clock in for the day in order to stay organized. For PPC agencies and high-level in-house PPC managers, brief morning check-ins with your team can be essential to your clients’ or company’s PPC success. In this post, I’ll outline why I do this and what we’re looking for every morning to make sure we’re on top of our game. Disclaimer: If you’re a PPC manager at an agency where multiple teams report to you, and each team has an unusually large client load, or you’re in-house managing a massive account, you may have to modify these steps. Further, this practice will only work if each PPC professional on the team has a manageable workload and is committed to the process. Why have morning PPC check-ins? As a high-level PPC manager, you want your team to have a good grasp on … [Read more...] about 12 things successful PPC managers do in the morning
Does this sound familiar to you? Your company has finally agreed to spend some resources on pay-per-click (PPC), but instead of hiring a PPC professional or agency, they want you or perhaps Sally down the hall to take on the role of managing PPC. Never mind that you and Sally already have full-time jobs and haven’t the slightest clue about PPC. What do you do? This is not an uncommon scenario for many businesses, and it puts the burden on the person tasked with PPC to at least learn the fundamentals of the discipline and put the wheels in motion for a PPC “test.” The problem in this scenario is that when PPC doesn’t show the return it’s supposed to, the channel is often blamed (“PPC just didn’t work for us”), but unfortunately, it’s likely that it just wasn’t set up and managed properly for ROI. Nonetheless, those who are tasked with PPC and have no prior knowledge need to get up to speed on the ins and outs of the discipline, … [Read more...] about 3 ways in-house do-it-yourselfers can prepare for PPC management
“Am I profitable?” It’s a question every PPC account manager is asked, but it’s also a question many account managers struggle with answering. As an agency owner, I make sure our entire team develops a fluency with these essential ROI formulas. PPC marketers aren’t necessarily statistics wizards or mathematically oriented by nature. I’m not—that’s for sure. While understanding AdWords and the pay-per-click auction process at a deep technical level is crucial to the success of any campaign, understanding a business’s financial metrics is just as important—if not more so. Moreover, the better you can explain these sorts of financial metrics to your clients the better you will look, the better your clients’ campaigns will perform, and the longer you’ll be able to retain your clients’ business. Formula #1: Determining ROAS The difference between ROAS (return on ad spend) and ROI (return on investment) is whether … [Read more...] about ROI Formulas Every PPC Manager Needs to Know