When getting started with digital marketing campaigns, many business owners think they can hand off the project to a pay-per-click expert who will take care of all the work. While your PPC specialist should be able to do the bulk of the work, they will never know your business inside and out like you do. The PPC process involves many subtle details, and your insight is invaluable in getting the most value for your advertising dollar.
A recent Search Engine Land article “5 Incredibly Practical Reasons To Do PPC In 2015“, makes this point very well:
PPC is collaborative. As much as you might like to hand it all over to the PPC pro and never have to look at the pay-per-click account again, true PPC strategy comes with collaboration. You are the expert of your business; your PPC manager is the expert of PPC. Together, you collaborate and forge great ideas and ways to execute on any goals you may have for the business, its products and services.
When we are hired to help clients with PPC campaigns, we start by working with our point of contact (who could be the business owner, a general manager, a marketing manager) to learn about your business. We then do research to compliment what we learn from you, by studying your competition, your industry overall, your community, and other relevant topics. From there, we set up your campaign, but the work is not done. At that point, we being an ongoing process of making improvements, fending off competition from other advertisers, and working to maximize your return on investment.
Input from our point of contact helps in the following ways:
- Understanding keywords – we’ll figure out the basics when we set up your account, and then set up your campaign such that synonyms and other variations will trigger your ads. By using the AdWords Search Terms Report, we can see the exact words and phrases that people who visited your site searched on. Sometimes, we need your input to learn whether a particular search variation is valid for your business. Collaboration is especially helpful in determining “negative” keywords, for which your ads will not appear.
- Ad Copy – when running a PPC campaign, it is a best practice to always run 2 ads against each other. When enough data has been collected to determine that one ad is the better performer, the other ad can be paused. Then, we test a new ad against the winner. When our clients help with brainstorming new ad copy ideas, we tend to get stronger copy.
- Landing Pages – In addition to editing the copy of an ad, we can also improve PPC results by improving the copy on the landing pages linked to ads. Again, we usually benefit from collaborating on this process, and at the very least require approval of new pages.
While I’ve written this article from the perspective of an agency collaborating with a client, the same general rules would apply if you are running your campaign completely in-house. Anyone managing a PPC campaign will benefit from open lines of communication with their co-workers who are producing the goods or services that need marketing.