Working With Your PPC Agency
At Hyperbrand, we work with a wide variety of clients to manage their Adwords Pay Per Click (PPC) advertising. We want to share our experience of how you can get the best out of your PPC, and reap the benefits of working collaboratively.
The fundamental part to get right with Google AdWords is the keyword selection. Your PPC agency will conduct comprehensive keyword research to identify search volumes and estimated cost-per-click. This enables you to understand the search volumes your keywords are likely to bring in, and whether your budget is sufficient to compete for them. Don't undervalue the insight you can bring into the partnership. Work with you PPC agency to come up with a strong keyword list.
Writing advert copy for AdWords requires the ability to communicate the right values and benefits to your target audience. Copywriting is a skill which not all digital marketing agencies possess. When you are looking for an AdWords agency, ask to see examples of adverts they have written.
Monitoring & Management
AdWords is a live auction which requires daily monitoring. Dependent on how competitive your industry and keywords are will depend on how much budget you will have to put into your AdWords; both for the daily management and the media spend. The more competitive your industry, the more time and resource your agency will have to allocate to effectively manage your account.
It is quick and simple to set up conversion tracking on AdWords, but it doesn't give you the full story. Once your campaigns are up and running, stay in contact with your PPC agency and feedback the amount of offline inquiries, sales and leads AdWords is generating. The collaboration of online and offline conversions will give you a true representation of the success of your PPC campaign.
Google Analytics provides a back stage pass to understanding search behaviours. It is part and parcel of the analysis that a PPC agency should provide. Whilst most PPC agencies won't count their successes purely on click, the best agencies will look at what prospects are doing once they reach your website. Are they converting? If not, why not? What are the dwell times? What is the bounce rate? What pages are prospects exiting the site from?
We are truly passionate about AdWords and the benefits it brings to so many businesses. Integrating your PPC agency with your marketing team will deliver better results. Talk to them, engage with them and don't be afraid to ask for advice and guidance.