Are you really measuring what matters the most when it comes to your PPC campaigns? There are several companies who learn about PPC online and want to give it a shot to see how things go. Unfortunately, they fail to understand the complexity that comes with the PPC and AdWords and end up feeling overwhelmed.
When this situation arises, many businesses turn toward the digital marketing agency to seek PPC marketing solutions that can help them to handle their PPC accounts. By hiring an agency to look after your PPC campaign, business owners feel like they will get the desired result at the given budget. But how do you know if the agency you have hired for the job is doing it correctly? How do you know if they are not wasting your PPC budget?
Why is it important to track your PPC campaign?
As a reputed paid search marketer, we share a love-hate relationship with the data.
And as far as we have learned PPC has gotten more expensive as years have passed, so it’s become more crucial to track where you every single penny is going or whether it is producing sales or not?
When you don’t know how paid search works then, how are you going to hold the agency responsible for running your PPC campaign? With so much on the stake, it is important to know what questions to ask while handling your PPC campaign? Here is the list of PPC management that will give you the confidence to examine your digital marketing agency.
Your campaign should be changing constantly
One of the easiest ways to find out if the company you have hired for your PPC campaign is doing its job is to review your AdWords account regularly. A well-managed PPC account shows significant maintenance along with campaign creation, keywords management, and necessary adjustments to remove non-performing keywords.
The best way to do this is to log in to your AdWords account and look for the change history to see what changes are done to your account within a certain period of time. Can’t see any changes? It means your agency has left your campaign on the autopilot mode, which is a total waste of money.
Keep an eye on automate bidding
Want to waste your PPC budget? Set your campaign on the automated bidding, and your budget will vanish faster than you say pay per click. It is like hiring a robot to watch over your child. What was the last time when you enjoyed getting the automated response over the phone call? We are not against the automation in our lives, but PPC campaigns are not one of them.
One of the most common issues you can face with the automated bidding is the – overbidding. As beginners, most of the companies run on the tight budget- one expensive click from the automation and your budget will go into vain, and your ads will stop running, wasting money on something that will not bring any profit to you.
If your agency whom you have acquired online marketing services to set your campaign on the automation then, it means they are avoiding their responsibility for manual bidding. This means you would be spending money on non-converting keywords or low-quality keywords that have no use.
Are you bidding on non-converting keywords?
Assuming your account is using the conversion tracking- one of the easiest ways to figure out how your campaign is wasting money is to review your keyword list. Pointing out keywords that are spending money but not bringing any conversion will help you to analyze how efficiently your agency is doing its work. When an account is properly managed by a reliable agency, they quickly eliminate these types of wastage quickly.
Negative keywords in your account?
Negative keywords are also essential for your PPC campaign as they prevent money from being wasted on irrelevant keyword research. The negative keywords play an essential role in the conversion as search engine terms that are not relevant to your campaign will not bring any conversion.
The concept of negative keywords is quite simple to understand. Suppose you are running your PPC campaign on “PPC marketing solutions” a keyword like PPC marketing jobs won’t align with your search. Marking this keyword as negative can prevent your ads from showing up on wrong searches; instead, you can save this money to bid on relevant keywords.
With this given list, you will be able to approach your PPC campaign to know why your account is not receiving the attention it deserves in the first place. Moreover, if you are looking for a reliable digital marketing agency, then feel free to reach out to ProICT LLP. As a leading digital marketing agency, it offers a range of marketing services to help businesses who are in dire need. For further information, please visit the website.