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Does Your PPC Management Team Give You The Roi You Need?

PPC Management: either you have someone doing it for you, or you’re not really in the PPC game. You might be risking your money at the PPC roulette table, but unless you have a talented PPC management team, the house will always win.

PPC management teams do an extraordinary amount of work to make your pay-per-click campaigns work in your favor. They do keyword research — in and of itself a huge process involving comparing the clickrates, cost, and convertibility of hundreds or thousands of keywords — as well as constantly split-testing a variety of text ads for a variety of variables, monitoring the profitability of your existing ads, and updating the campaign as various terms and ads become more or less profitable. It’s a huge job.

The question isn’t whether or not to supplement your pay-per-click campaign with a killer PPC management team — it’s whether your PPC management team is getting you the RoI you deserve.

What does that mean?
PPC has become an extraordinarily competitive marketplace in the last few years. Major companies realized that they could easily afford to dominate a few hundred thousand of the most-searched keywords with what amounted to a drop in their advertising budget, and that’s pushed the fringes way further out into the fringes.

What that means for PPC management firms still stuck in the 2008 mindset is that it’s very easy to end up following the perfect keyword research techniques of yesteryear and end up paying too much for every click you get. Today’s PPC managers look up long-tail keywords by the thousands rather than prime-time keywords by the dozens, and they get just as much traffic at a tiny fraction of the pennies per visitor.

They’ll use every trick in the book, from geographically focusing their keywords in the same way an SEO company does for it’s local internet marketing campaigns to adjusting your daily budget on the fly to reduce clicks from a keyword or few that have suddenly become more expensive than they’re worth.

Obviously, the actual RoI of your PPC campaigns is going to vary widely depending on what you’re selling and how you’re selling it — but the one thing you can count on is that if your PPC campaign isn’t profitable enough, it’s probably the PPC management team that needs changing.