PPC management campaigns are often done through an outsourced internet marketing services company. Previously, we detailed the benefits of hiring a PPC management specialist in contrast to doing it in-house, one being the capability to handle the other aspects of the business without getting distracted by PPC campaigns. However, there are certain duties that even the clients or merchants themselves should be a part of.
Scott Smigler of Practical Ecommerce lists areas of PPC management that clients should be involved with.
Communication of old and new products and promotions – No customer wants to click on an ad that has expired a week or, worse, a month ago. Clients are responsible for informing the PPC management team of the current promotions and products in place.
Monitor campaigns that are “Limited by Budget” – In Google, there are specific PPC management campaigns that are “Limited by Budget”. These are often reviewed by PPC management teams but clients should also be aware of these campaigns and see whether more or less money should be spent on them.
Ad testing and reviewing – Clients should also be the ones to split-test the ads and see which ones are more effective. This also helps to improve ad quality score which is very valuable in PPC campaigns.
Review changes in key metrics – To be sure that a PPC management campaign is going well, monthly reviews should be submitted to clients. Ask for one if your PPC management team doesn’t give you an update at the end of the month. Reviewing the changes in key metrics will help you to evaluate the performance of your PPC campaigns.
Research the search queries – From time to time, clients should also check the search queries related to their PPC campaigns so they don’t risk inadverdantly advertising for irrelevant keywords that eat up their budget.
While most of these duties are delegated to PPC management teams, it is also important that clients are aware of the part they should play in online advertising strategies. Clients do pay to make sure that PPC management is done successfully, but being informed of the processes and duties involved is necessary to ensure success.
