We're getting a lot of calls lately from people looking for help managing their AdWords accounts (ppc management). At first, I attributed it to the fact that Google is transitioning all campaigns to enhanced, but I'm slowly starting to see it's really something else. Most of our conversations are starting with our standard line of questioning - who is currently working on your campaigns, what problems are you seeing, have your conversion costs been rising, etc.
I must warn you first off that I can't take these real things that happen in life and not attempt to make them into slightly larger things! I am simply incapable of going the other way on certain perspectives and reflections especially when I see a window that I can use to help encourage others. The answer to the question I am asking has a simple answer with several layers.
"No..you don't understand, I just want someone to help me with my AdWords campaign" There is a major disconnect here. If you're starting to notice problems with your campaigns (i.e., conversion rates, quality scores, click through rates, etc.) the very first place you need to look at it your metrics.
Whether it is B2B or B2C, each rotating variable matters immensely. And because so much is going on, leave it to the humans to get lost the minutia and lose focus and clarity. The marketer may have done everything correctly right up until the targeted person got exactly where he or she was supposed to be only to get distracted, turned off, or poorly presented to at the last moment.
For those thinking about using a top pay per click company, make sure you trust them and that they seem reasonable. If you are working with a company with a decent marketing budget, it may be well worth your time to save the headaches of figuring it out and just pay a reasonable ppc management fee. For those of you who can't afford them and want to try it on your own, I want to help you especially get along in your quest. Here are a few basic guidelines that can get you started:
In the beginning, don't do what everyone else does which is to freak out over all the features and options google throws at its first time virgin advertisers. The goal here is specificity and relevancy. In code, this means that our 1 true goal is to choose 1 exact match keyword, make a specific/relevant ad associated with that 1 keyword and have the ad linked/destined to a specific/relevant landing page associated with that 1 keyword and ad. In a perfect world you would grow your campaign by adding hundreds or thousands of exact match keywords that have their own individual ads and landing pages or website pages deep within your domain. There will be plenty more elaborations on this series that I am conducting, so stay tuned for my pay per click management services startup guide post #2.Perfect Revenue/ROI Dashboard - Want to see how you're doing at a glance? Way more information than your average dashboard.
I must warn you first off that I can't take these real things that happen in life and not attempt to make them into slightly larger things! I am simply incapable of going the other way on certain perspectives and reflections especially when I see a window that I can use to help encourage others. The answer to the question I am asking has a simple answer with several layers.
"No..you don't understand, I just want someone to help me with my AdWords campaign" There is a major disconnect here. If you're starting to notice problems with your campaigns (i.e., conversion rates, quality scores, click through rates, etc.) the very first place you need to look at it your metrics.
Whether it is B2B or B2C, each rotating variable matters immensely. And because so much is going on, leave it to the humans to get lost the minutia and lose focus and clarity. The marketer may have done everything correctly right up until the targeted person got exactly where he or she was supposed to be only to get distracted, turned off, or poorly presented to at the last moment.
For those thinking about using a top pay per click company, make sure you trust them and that they seem reasonable. If you are working with a company with a decent marketing budget, it may be well worth your time to save the headaches of figuring it out and just pay a reasonable ppc management fee. For those of you who can't afford them and want to try it on your own, I want to help you especially get along in your quest. Here are a few basic guidelines that can get you started:
In the beginning, don't do what everyone else does which is to freak out over all the features and options google throws at its first time virgin advertisers. The goal here is specificity and relevancy. In code, this means that our 1 true goal is to choose 1 exact match keyword, make a specific/relevant ad associated with that 1 keyword and have the ad linked/destined to a specific/relevant landing page associated with that 1 keyword and ad. In a perfect world you would grow your campaign by adding hundreds or thousands of exact match keywords that have their own individual ads and landing pages or website pages deep within your domain. There will be plenty more elaborations on this series that I am conducting, so stay tuned for my pay per click management services startup guide post #2.Perfect Revenue/ROI Dashboard - Want to see how you're doing at a glance? Way more information than your average dashboard.
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