I saw a Facebook thread recently where some PPC experts (or so they claim) were mocking clients who expect to see significant improvement within 2 weeks.
Here’s my take…
#1: As a marketer, it’s your job to educate your clients and set expectations. If they’re not going to see significant improvement in 2 weeks, when should they expect to see it?
#2: If you can’t produce a significant improvement within 2 weeks, why not?
Sure, split-testing ads and landing pages take time. But, if those are the only things you’re bringing to the table, does that mean the previous PPC manager was doing a good job?
Why companies hire PPC managers
In my 15 years of managing PPC accounts, I’ve gotten 5 kinds of enquiry:
#1: A company is using an agency/freelancer to manage their PPC and aren’t satisfied with the results.
#2: An owner is managing their own PPC, and feel a professional could do a better job.
#3: The owner is managing the PPC themselves and simply doesn’t have time to keep doing it.
#4: A company is new to PPC and is looking for someone to set it up properly and manage it.
#5: A company is happy with their current PPC manager, but that manager is going to stop working with them (e.g. because they’ve taken an in-house position somewhere else) and recommended me.
In scenarios #1 and #2, surely I should only take the job if I can make a significant improvement?
i.e. What I’m selling isn’t PPC management, it’s BETTER PPC management.
And, if I’m selling better PPC management, WHEN does it get better?
Assuming the account has a half-decent amount of traffic, it shouldn’t take too long before you see improvements.
Those can be:
#1: Changes to the account structure that improve ad and landing page relevance – leading to improved Quality Scores and clickrates.
#2: Eliminating wasted spend – producing higher ROAS (return on ad spend) and increased profit.
#3: Increasing bids where bids are currently too low – which will bring in more high quality traffic to the site and more sales and enquiries.
#4: Writing ads that get significantly higher clickrates.
#5: Optimising shopping feeds
Each of these will show quick results.
And, if you’re not doing any of these things, why shouldn’t your clients be asking questions?
All the best,
Steve Gibson
