There are tasks in our personal and professional lives that bring us pride and save us a great deal of money when we do them ourselves. But should PPC account management be on that list of things you perform yourself ?
Ask yourself the following questions:
1. Do you underestimate what’s involved with building a passable campaign, let alone a successful campaign?
A successful campaign involves a lot more than plugging in keywords into your ad copy. And by the way, do you understand how and where to find the right keywords? Did you know that the jargon and lingo that are commonly used in your industry might not be the best keyword phrases to use in your ad campaigns?
And how are you sourcing your keywords? Are you using some freebie program you found online without any knowledge about how the associated analytics informs you? As you can see, there’s components that require a base level of comprehension and aptitude. This leads to the second point…
2. Do you have time to become skilled in learning PPC management?
Most PPC account execs have invested hours, weeks, and sometimes, months towards earning a certification in all disciplines of paid ad management. They do this in order to justify asking for their client’s business, but more than this, paid ad management places too much on the line for careless or ignorant mistakes.
Don’t you want to feel assured that the person who’s in charge of spending your marketing budget in order to direct traffic to your landing page knows darned well what they’re doing? Could you honestly say that you’re the person who’s best for this task? And also, are you honestly willing to make the time investment it would require to gain a bit of mastery in this discipline?
3. Do you have the time or the expertise to know what to test for?
Any PPC account manager worth their salt will confess that managing client accounts require constant testing. Your paid ad account is like a living, breathing entity-much like humans!
Just as you’d have to nurture a child from infancy into thriving adulthood by constantly testing out strategies to raise the child into a healthy, decent, law-abiding adult, you’ll need to stay on top of strategies that help you to build a thriving PPC campaign.
And this requires time, testing, maintenance, and attention. Yes, on top of everything else you have to do and are responsible for!
4. Do you know how to obtain and maintain a great quality score?
Do you even know what a quality score is and how it pertains to the health and long-term success of your campaign? And again, do you have the time or inclination to learn how to maximize each component of PPC in order to achieve a high-level quality score.
Finally, do you understand the consequences of achieving a low quality score? You might gather that the consequences aren’t good, but do you know exactly why? And are you aware that there are grave financial consequences involved?
And this leads to the final question…
5. Are you prepared to lose money, possibly lots of money, due to your ineffective DIY strategies?
The PPC Hero blog places a hilarious spin on the DIY acronym. It usually stands for do it yourself, but in this case, it stands for destroy it yourself.
And that’s exactly what most DIY account managers do. Some throw away money on ad copy that doesn’t convert. Others earn a low quality score because they haven’t created ad relevancy. They also don’t understand why ad relevancy to their landing pages is crucially important.
Many DIY managers don’t understand terms like bounce rate, click-through, cost per conversion (CPC). They don’t even know how to read analytics charts in order to know what to test, fix, or discard. They also often waste time with keyword hoarding, and they don’t know the first thing about creating a streamlined strategy.
And worse, they’re often clueless about understanding how much money to spend on bids, how often they should change their bids, whether the bids should be set up manually or automatically, and when they’re spending too much money on a low-converting (or non-converting) keyword.
They certainly don’t know how to save money by bidding on keyword phrases that might not convert into an immediate sale, but they’re still effective enough to generate traffic and leads for less money.
Here’s the thing. Most people take the DIY approach because it saves them money. Marketing managers are tasked with straining the most value out of their marketing budget, and they are often rewarded for operating as lean as possible.
But here’s the problem: There are times when it makes sense to spend money frugally. And then, there are times when being frugal becomes far more expensive. As the saying goes, you can “Step over dollars to save pennies!”
Here’s the good news. We’re here to help you to save dollars, your digital brand, and your sanity! Set up an appointment with one of our account managers, and let’s get you on the right track!