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PPC MANAGEMENT

To put it simply, Pay-Per-Click or PPC marketing is the most powerful marketing tool at a company's disposal available today. PPC Marketing unlike practically all other competing forms of marketing provides you with tangible and measurable results - there are hundreds of statistics that allow you to see how every dollar is spent as well as calculate exactly what your ROI is. As powerful as PPC marketing is however, it is not to be attempted by amateurs as it is also one of the most dangerous marketing tools. In the hands of an amateur, a PPC marketing campaign can waste money as fast as it can make it potentially losing thousands of dollars per hour.

With that in mind, we've put together a graph to illustrate what you can typically expect from your PPC marketing campaign - we suggest you pay particular attention to the typical user campaign on "auto pilot" if you're thinking of attempting it yourself!

PPC Management

WHAT CAN YOU EXPECT FROM YOUR PPC CAMPAIGN?

TYPICAL USER CAMPAIGN ON "AUTO PILOT"

TYPICAL PROFESSIONAL CAMPAIGN

TYPICAL NET GRAVITY CAMPAIGN

Keywords Very few relevant keywords. Hundreds of keywords, however many might be irrelevant keywords. Thousands of laser targeted keyword phrases reflecting specifically what you are offering.
Target Market All of Canada, or even worse the globe...
Geographically targeted ads that only show up where your target customers are. Geographically targeted ads that only show up where your target customers are.
Scheduling No Scheduling
No Scheduling
Scheduled Ads that only show up when customers are buying (think: fine dining restaurant at 4am?)
Impression Share Low Impression Share
Medium Impression Share
High Impression Share
Conversion Rates Low Conversion Rate
Medium Conversion Rate High Conversion Rate
Cost Per Conversion High Cost Per Conversion Average Cost Per Conversion Low Cost Per Conversion
Lost Impression Share No idea why losing impression share Should be able to tell you why you're losing impression share. We can tell you exactly why you're losing impression share.
Bidding Option Automatic Bidding (think: giving a fox the key to the hen house!) Manual Bidding
Manual Bidding
Budget No limits on spending. Limits on spending, but budget is set too high to accommodate wasted keyword spend. Limits on spending to maximize opportunity and minimize waste.
Budget Cap Consistently hitting budget cap (or not at all, indicating a very poor campaign)
Consistently hitting budget cap Raising budget caps just enough to accommodate growth
Position Preference Blanket position rules. Blanket position rules. Individual position rules, some keywords perform well and others will not and they need to be bid down and potentially eliminated.
Delivery Method Staggered budgets throughout the day. Staggered budgets throughout the day. Laser targeted budget to the highest converting times of the day.
Ad Delivery Lets Google handle ad delivery ratio, consequently making decisions with incomplete information. Lets Google handle ad delivery ratio, consequently making decisions with incomplete information. Ads are shown evenly.
Networks Search network intent is explicit - display network is NOT. Both channels are not being utilized properly. Both channels might be utilized properly. Search Network and Display Network are both utilized properly.
Devices Ad copy does not reflect the user's device. Ad copy does not reflect the user's device. Ad copy is targeted to user's device (think: if user refers to your product as an "app" you had better call it an app!)
Clickthrough Rate 1% or less. Less than 3% Above 3%
Average Position Position 1 or at the very bottom. Position 1 or at the very bottom. Most profitable position, position 1 is often not the profitable "sweet spot."
Quality Score Poor Quality Score Poor Quality Score High Quality Score
Overall Campaign Structure Poor Poor to Average (most PPC companies don't know what they're doing!) Excellent
Ad Group Segmentation Large clusters of keywords within each ad group.
Large clusters of keywords within each ad group.
Highly segmented ad groups with very few keywords per ad group.
Match Types Reliance on broad match (very dangerous! Broad match is meant to be a "tool of discovery") Narrow Match Narrow Match
Ad Copy Poorly thought out and irrelevant ad copy. Generic and mass produced ad copy by poorly paid staff. Well thought out ad copy that resonates with your target market, maximizing click thru rates.
Tracking No tracking, no real idea whether campaign is working or not besides looking at sales figures for the month. Conversions are tracked. Conversion is closely tracked and steps are taken to ensure conversion rate is high. We're obsessive about conversion!
Landing Pages Is your traffic being sent to a poor landing page? The best PPC campaign in the world will fail if the website traffic is going to is terrible! Will send the traffic to whatever website you might have, even if the website is unlikely to convert. We will ensure your landing page is professional so that your PPC campaign has the best chance to convert visitors into customers!
Bidding Strategy Bids not being adjusted on a regular basis. Bids are rarely adjusted (if at all) Bids are constantly adjusted based on past and predicted performance.