With Pay Per Click advertising being all about buying visits for your website, rather than gaining visitors organically, it’s essential you have a good PPC Manager or digital marketing agency partner. After all, everyone wants to be rewarded by search engines for devising great PPC campaigns that are relevant, targeted and effective. To ensure you generate the desired levels of leads it’s fundamental you have a good PPC Manager but what kind of traits should you be looking for?
Whether you have a PPC Manager in-house or you’re using a digital marketing agency like Clever Marketing, both must have a good grasp of your business. Not just the products or services you provide but how the business makes money and what the value of each lead is.
Your PPC Manager should always advise on which strategy will generate the results you require. It’s not just about the tactical activity. A PPC Manager must be someone who is truly focused on your business and who can seek out those opportunities for you. This doesn’t just mean the leads and revenue that was generated yesterday but understanding wins and the losses as well as making necessary adjustments. A proactive PPC Manager will also test your accounts more often and be on top of the results so you can gain a competitive advantage.
Always on the ball
You want your PPC Manager to be continually asking questions about the results of a campaign, spot any consistencies and verify your budget is on track. This is in addition to checking the top spenders, verifying ad positions and following channel performance. New campaigns, ad groups and keywords need to be watched carefully too so any amends can be made swiftly.
Calm under pressure
A good PPC Manager will always be testing and willing to take risks. It’s a great way to stay ahead of the curve. They should be calm under pressure too. If something is not working, they must be able to find the source of the problem and get it back on track. Good communications skills are essential to ensure all relevant parties are kept fully up to date.
You want your PPC Manager to review your account frequently as it’s the most effective way to ensure your paid campaign’s a success. Accounts should be reviewed at least weekly and more frequently if it’s a new campaign. It takes time to filter out the irrelevant searches so this is especially important. Data is a key part of paid search with conversion rates, analysis, landing pages and ads all providing essential information. A good PPC Manager or PPC management agency will be able to discuss conversions, margins and return on ad spend with you so you can get the best return on investment.
For more information or support with your paid search, feel free to contact Digital Marketing Manager Paul Mackenzie Ross at Clever Marketing on 020 3146 4341.