What Is PPC Management And Why Do You Need It?

When you step into the world of pay per click for the first time, the terminology and slang can often be very daunting. With so much to learn and master before you can expect to make a return on your investment, wouldn’t it be great if there was an easier and quicker way?

This is where PPC management comes in!

In a nutshell, PPC (Pay Per Click) Management refers to the tasks, strategies, and processes involved in managing Pay Per Click campaigns.

However, it’s not quite that simple.

PPC management is all about…

…getting YOUR paid search ads in front of the right people, at the right time, with the right message, in order to meet YOUR business goals.

Or it is if you’re with the right agency!

Why Do You Need A PPC Management Agency?

Managing a successful PPC campaign is by no means an easy task. With so much required to make a PPC campaign successful, it usually takes the efforts of several people to ensure you end up getting the most for your money.

1. Specialist Knowledge

ppc marketing intelligence

Identifying what you want to achieve through Google Ads is simple. From increased sales to better brand awareness or even improved lead generation, there are many different ways you can use Google Ads. Actually achieving the results is where the challenge lies.

That’s where a PPC Management Agency comes in.

If you are trusting a company that offers a PPC Management Service, as a minimum they should have experienced Account Managers with a wealth of technical knowledge that will get you the most out of Google Ads. To go one step further, if you opt to work with a Specialist PPC Management Agency, your PPC Account Manager will live and breathe Google Ads, making them experts in the field.

If you would like to double check how qualified your agency is, just visit their Google Partners Profile. Here, you’ll be able to see the number of qualified individuals on the team and how many specialisations they have been awarded from Google.

2. Metrics and Reporting

If you have accurate tracking in place and a fundamental understanding of Google Ads metrics, it is clear to see how effectively your Google Ads campaigns are performing. Whilst it’s worth keeping in mind that your PPC Account Manager cannot work miracles, with the right agency you should be able to see consistent improvements to your key metrics.

Top Tip – Be wary of any agency who won’t give you access to your own Google Ads account or send you regular reports and updates. You only hide what you don’t want people to see.

3. Access To Support

ppc management support

As a Google Premier Partner, you get exclusive access to advanced technical support. As an advertiser, if you have ever had to ring Google Ads support, you will hopefully have been given the solutions to your problems. However, Google is very much aware that the questions posed to them by a Partner Agency tend to need a higher level of support. Ultimately, this means only Google’s most knowledgeable representatives are put forward to deal with such queries, meaning we get answers to our questions faster.

4. Constant Updates

constant updates scroll

Google is constantly changing and updating. In 2018 we have seen the monumental rise of video, capitalisation on automation and perhaps the biggest change of all, the shift from AdWords to Google Ads – just to name a few!  This, in addition to the constant tweaks and changes within the interface itself, makes keeping up to date with all the latest innovations a full-time job. If you’re too busy to keep up to date with these updates, you run the risk of your competitors beating you to it!

5. Staying Ahead Of The Curve

Building on the previous point, nobody wants to just keep up with their competition. Keeping up to date with changing trends is only half the battle; working with a Google Premier Partner will catapult you one step ahead of the curve. If you are lucky enough to work with an agency with access to the latest betas, tools, and updates, before they are even released, then you can almost guarantee that your ads are as competitive as they can be.

6. Time

hourglass time

Finally, one of the most obvious but undeniably one of the most valuable benefits of using a PPC Management agency is the amount of time you save. Managing Google Ads campaigns can be incredibly time-consuming and making sure you’re getting the most for your money can be even harder. Think about how much value you could add to other areas of your business in the time spent managing your Google Ads. What else could you be doing if you enlisted the help of a PPC Management Agency?