Everyday we need to ask ourselves, are we effective, are we useful. The same stands to reason when we look at our online paid marketing efforts. We should look at our ppc campaigns and for that matter all of our marketing efforts with that filter. Eventually and sooner than later, our online efforts need to be effective and make a profit. So the following questions are for you my reader. Does your company delve into lead generation? How do you go about that effort? Do you know your true cost of leads to sales? Has it ever come up in meetings?
I am sure you can answer a few of those questions but what about leads to sales.
How keeping your eyes on the numbers adds to your success
Let’s look at an example. Your company called Alpha Limited is based in the software distribution vertical; your top keyword that continually performs is at $4.56 cost-per-click (CPC), your cost-per-lead (CPL) is right at $45. Great, you know your company makes a profit based on this number, maybe you have that worked out but sadly many do not. Most do not even have their most effective CPL. If you are one of the companies don’t fret, it’s a straightforward fix. Each company has a profit margin they need to meet. So in the example Alpha Limited should be comparing that $45 CPL to their overall cost of doing business. Look at it from another angle, let’s say you know your CPL and have figured out that your overall profit is $15 per lead. You also know it takes 10 leads to make a sale on average, some fast math reveals your profit is $150 on those 10 leads. More than likely that is not going to be enough after you figure in your hard cost, pay your sales force, the light bill, 401k match, ect. If you had that CPL & cost-per-sale (CPS) information it becomes instantly very valuable, without a doubt.
Do you self manage or contract with a PPC agency?
I like to answer this question with a question, do you trust others with your money, don’t answer that I know the answer. But the 1st questions with those companies that answer “yes we hired PPC Management Company to oversee our paid campaigns”. The word hired to me is a very withdrawn word, it tells me the vagueness or overall disappointment. You say one thing but what I hear is, “we really don’t know what is happening with our account and are pretty bummed about it”. Even if you get a report that says your ROI has increased. You are thinking that’s good but have your sales increased because of it. You need to know is the company you hired giving you a magic show. Are they simply increasing what I call the “tire kicker” keywords. It pumps up your overall ROI, making their service seem grand. No doom and gloom here, there is good news, we provide a service that is hybrid in nature but more about that soon.
We do not offer PPC management but why?
A PPC management company has in their company’s DNA, obtain a monthly fee, assign a junior executive to your account and pull reports based on the software they use, which is…automation. You get an automated strategy in return for paying a manually managed price. It sounds like I am being a bit harsh with ppc agencies in general. It’s true and I am a bit biased but understand this article is not about slamming agencies. It’s meant to be thought provoking and at the same time give you insight and help you make value based decisions.
At our companies core, we are not happy with the ineffective methods of others, whether it is with good or bad intentions. Our main goal is to give you a clear path and actionable data so that you can create a greater atmosphere of success within your company.
Our service includes looking at your account and providing you with a top level report each week and monthly. Your reports are a non-keyword based comparison. You will see clearly, are your campaigns sliding down, climbing up or trending sideways. It’s about visibility with us and your ppc numbers. We handle tracking down to your keyword and you can easily pull these reports, extremely straightforward. We are constantly developing your landing page user experience through month a/b split testing and zoning in on what works for your particular product or service. All for a fraction of the cost.
But managing my own PPC account is simple enough…right?
No I am not saying that PPC management is that easy, it’s not. Requirements change and the search engine algorithms demand that you use metric information to adapted to their environment. Do you have a nuclear option in place, would your company survive if Google AdWords told you tomorrow to take a hike? Most can only hope the lead count they have today and cost per acquisition stays the same or becomes more effective. If you manage your own accounts, the best you can do is make the proper adjustments to your ppc accounts and constantly stay on top of your tracking data.
Next is understanding what works to create a lead. Ultimately your target audience sets the pace through their search on pay per click (PPC) providers like Google. The click through option can be determined ads from your AdWords account but how do they respond to your landing page on your site. The PPC algorithm of say Google or Bing sets the broader stage based on ever evolving information in real-time, information they receive from their users.
Are all reports created equal?
We believe weekly summaries reports are vital and very helpful to clarity the data that ultimately helps you make decisions. It’s through our weekly & monthly-summarized report you get the meats and potatoes, not some large set of keywords thrown at you vying for your attention. Ultimately they could influence your decisions down a wrong path. The fact of the matter is, in depth keyword reports are the job of a ppc manager and should not be used by management as a tool for direction. This type of very detailed oriented keyword reporting goes beyond the scope of our service but we can give direction through our account insights plan. This way anyone on your staff can pull these reports and present them as needed.
Landing pages that are effective and optimized for leads
Next, landing pages need to be constantly developed and your site visitors will be kind enough to respond to those changes, their actions set the future outcome. It’s the why of what we do what we do. We believe in engaging content and simple visual designs to get the point across. We focus around lead generation and spend time adjusting and optimizing your landing pages. With our in-house A/B split testing, updating on a monthly basis and your company never needs to track, code, design or host the landing pages we create.
Our service from a top view
We provide insight into your accounts that reveals spending, trends and hidden opportunities within an easy to read weekly/monthly report. With our ongoing landing page development and conversion tracking geared to work with your companies goals. The fact stands, we are not a ppc management company and do not work with any agency. We are hands on.
Ask yourself, do you need an ongoing audit of your ppc accounts, something straight forward to read and act upon each week. Loaded with vital insights, like best performing keywords and any account bottlenecks that are costing you money. Plus ongoing monthly audits can even help you determine whether you need someone to actually manage your PPC full-time, part-time or even train someone on staff. We have 3 styles of membership your company can select. From reporting only to our biggest plan, account insights that give you ppc consultant level information on your account each month. We would love to get your company started today!