So, you have decided that it’s time to try your hand at PPC advertising to help you meet your business goals. But, you’re having a difficult time deciding whether to hire a PPC agency, or keep your PPC efforts in-house by hiring someone full time to manage your program. Either way, you want someone working on your account that is diverse in best practices for PPC.
Yes, there is no doubt that this new addition or extension of your marketing team will do keyword research, set up your account structure, build out ad copy, adjust bids, test landing pages, and track conversion/goals with an ROI or CPA. But, even novice PPC managers know that PPC management goes deeper than adjusting bids or split testing ad copy.
Here are a few questions your PPC manager should be asking you.
What are your current business objectives?
I typically like to start with this question because it helps me get a sense of what their current business goals are, and where they want to take their organization over the next 12 months. If you can get your client to share their business objectives for the year, it can help you to develop their PPC strategy.
In addition to helping you craft your PPC strategy, this question also gives you a chance to ask how they measure goals internally. What cost per conversion targets do they have? What is their target return on investments?
Expect some push back from the client when asking these questions. If you experience some push back, explain to the client why it’s important to know what their business goals are and how it’s going to help you develop your strategy.
What are you looking to get from PPC advertising?
The second question I like to ask is, what are you looking to gain from PPC advertising? Are you looking to drive more sales? Leads? White paper downloads? By asking this question, you will find out whether or not your client has any predetermined goals set already.
This question will also give you the opportunity to uncover any unrealistic ideas your client may have. Sometimes clients get excited about their potential results that they come out of the gate with unrealistic goals. Don’t be afraid to “pop” that balloon.
What are your PPC goals?
Once the client has shared their business goals and what they are expecting to see from PPC with me, I asked them what their specific PPC goals are. A PPC campaign without goals is like traveling to a new city without a map. How can you expect to build a successful PPC campaign without identifying goals?
If your client sells products online, your goal(s) should be to drive more sales at a lower CPA and a higher ROI. If your client is lead gen, your goal should be to drive more leads to your client’s website. Either way, you should set PPC goals to help you gauge the success of your PPC initiatives.
What is your desired ROI or CPA?
After the PPC goals have been established, I typically like to ask the client if they have a target ROI or CPA in mind. Establishing a target ROI and CPA will help you gauge the success of your campaigns on metrics other than CPC or average position. Don’t get me wrong, CPC and average position metrics are important, but you cannot solely manage a PPC campaigns on those metrics alone. The additional metrics will help you determine in which ad position your keywords convert best.
Is there any Geo-Targeting?
The next question I like to ask is whether or not there is any geo-targeting that needs to be implemented. I like to ask this question because when you work with mid-size business, a few of them like to advertise locally or regionally. So, it’s important to figure out your geo-targeting to ensure you are driving relevant and qualified clicks and not unqualified clicks.