How to Review Your PPC Agency
Okay, this is how to review your PPC agency – ask yourself this question, is your PPC account profitable? That is your basic benchmark. In other words, if your clicks are costing more than you make, then it’s not working.
This may be a slightly simplistic way of looking at things, but if you are trying to build a profitable campaign (and business), then you have to understand your return on investment (ROI). What’s more, the PPC costs should not be hidden within the wider digital marketing campaign which makes an overall profit. You should see PPC as a standalone channel that has to wash its own face; it cannot hide behind the other digital marketing mix components.
PPC can drain a marketing budget in a matter of minutes, so it has to be treated with a degree of caution. It cannot be seen as something there building the profile, or hanging onto a particular sector.
The blue-chips can afford to dominate certain search terms and pay to keep the competition out, but for most companies, PPC has to deliver a ROI.
Now, that’s not to say that PPC cannot be used tactically, or will have peaks and troughs as a campaign starts, peaks and tails away. That all has to be considered, but if you are using PPC to shift goods, or services, as most ecommerce operations do, then a PPC campaign has to be carefully planned and delivered.
And here’s a word of caution. Many take advantage of being able to scatter their net wider and cover more search terms. On the face of it, it makes sense afterall, but in reality, there should be no element of luck, or serendipity when it’s comes to building a successful campaign. Targeting of keywords, precisely written ads and strongly designed landing pages are the ways to success.
Remember, if you want to judge how well your PPC campaign is doing, look at how much you’re selling, isolate what PPC is contributing and examine your ROI – it can’t hide.
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