“Let our advance worrying become advance thinking and planning.” – Winston Churchill
At Vantage, our advance worrying is reserved for where we will be getting lunch; our advance thinking and planning is engaged entirely in getting the best results for our clients. The essence of this thinking and planning can be found in our framework for PPC advertising.
Built on 5 fundamental processes, this framework insures the continuous improvement of our clients’ accounts. United, these processes embody our process, and it’s important that any PPC agency has a defined process so that its advance thinking and planning can triumph over worrying.
Though each situation is different, our core framework for PPC management is something that applies to every client and every industry. Our framework involves these 5 fundamental processes:
Without research, we are ignorant. Our first and foremost priority is obtaining a holistic understanding of a business’s goal. Then, we help determine how PPC marketing will achieve those goals.
By constructing realistic and attainable measures of success through conversation, negotiation, and research, we are able to move a business’s PPC advertising towards an ever improving ROI.
Before making any modifications to an existing PPC account, we analyze historical data to establish what’s working and what’s not. This analysis is conducted on a daily basis to make sure that the account is headed in the right direction.
Our comprehensive effort insures our clients against wild, failure-prone promises of riches, and grounds the success of their accounts in analyzed data.
This plot is often inspired by opportunities we see in the account for increased traffic, better targeting, and more efficient spending. Once we spot an opportunity, we immediately strategize on how best to capitalize swiftly and efficiently.
The basis of our strategy is unique for each account. For example, a client who is after a specific local customer, such as a Vancouver personal injury lawyer, may be willing to bid aggressively for key terms that are likely to produce a valuable lead.
On the other hand, a client who is looking to cast a wide net with the same budget as the Vancouver lawyer, such as an eCommerce outfit selling across North America, won’t spend much on local terms as their budget can produce a better ROI advertising across the continent.
There are many ways to strategize, and we are always dedicated to providing the PPC strategy that is most conducive to a business’s marketing goals.
Our strategy informs our optimization. Once a strategy is in place for an account, we are devoted to the maintenance and improvement of that strategy. This does not mean that we are not flexible, in fact our improvement may involve major revisions to our strategy.
The process of this maintenance and improvement is what we call optimization. Regular bidding updates, search query analysis, and targeting efficiency checks are just some of the optimizations that we perform on an ongoing basis during management.
Conversion data guides every strategic decision made in PPC management. Since data is always building, our optimization gets more and more refined as time goes on, allowing us to continuously improve the leads and sales we generate for your account.
Our optimizations inspire our tests. Any optimization is founded on a test that verified its contribution to an account’s goals. If an optimization is not conducive to success, it is quickly reversed.
The more time we spend within the accounts we manage, the more opportunities we begin to notice. Harnessing these opportunities requires precise testing. Whether an opportunity is transformed into an optimization or not is dependent on its performance in the test that introduced it.
For further insight into our testing process and how to create substantial tests of your own, read our article here.
Our reporting reinforces where we’re going and how we’re going to achieve it. We are firm believers in a transparent relationship between agency and client. This means that our clients are always aware of what their PPC managers are doing within their accounts.
Aiming for transparency with your clients will promote an honest relationship that encourages conversation.
A client’s feedback is critical. Without access to our client’s industry expertise, we would not be able to fully capture the benefits of their products or services. Transparency leads to easy conversation, and conversing with clients leads to stronger advertising, which improves results for everyone.
Every month we report to our clients on what’s working, what isn’t working, and what we’d like to implement in the future. Our reporting focuses on extracting the story that a PPC account’s data writes.
We create concise, focused reports which inform our clients as well as remind us of the fundamental goals of a client’s PPC. Monthly reporting allows us to step back and get the big picture of what our management is achieving for our clients.
We are also strong advocates of impromptu reporting. You have unlimited email access to your project manager. On business days, expect your project manager to get back to you within the day.
Our goal is a 24-hour response time or less during the week. Should you need to speak to the project manager over the phone, you can request a meeting at any time.
If you want advice on the improvement of your process, or the performance of your current PPC account isn’t up to par, drop us a line for a free PPC consultation.
Read the next PPC Fundamentals article here: How Bing Ads can Improve Your PPC Advertising
Read the previous PPC Fundamentals series article here: Avoid Frankenconverters: How to Create PPC Landing Pages that Perform