7 Reasons to Outsource to Denver PPC

If you’re an SEO company which dabbles in Pay Per Click, then this post is for you.

Hats Off to Adwords Developers

We’ve made several suggestions in the past for improving Adwords’ online interface and desktop editor, and Google has actually made several of the revisions. The most recent one was adding “dismiss” to alerts. I imagine that once a dozen or so similar suggestions pile up, a manager in Adwords’ development department schedules the revision for programming.  So I’m adding this post as a sort of Adwords wish list, and beginning it with two suggestions I made yesterday via an online chat with a Google chat representative.  Please feel free to add to the list whenever you have ideas for improving either the online Adwords interface or the Adwords desktop editor.

Building a Scalable SEM Organization

We find the business of Search Engine Marketing interesting from an economic standpoint, only to the extent it can be scaled. The demand for our services is strong, but doing a proper job of managing Adwords (and particularly Yahoo and MSN) accounts is incredibly labor intensive.

Return on our clients’ Ad Spending depends on a lot of technical, detailed, day to day decisions made within a framework for monitoring and continuously improving the performance of ad accounts. So the key to building a successful Search Engine Marketing (SEM) mammoth is to design the organization, at all levels, to provide exceptional client service.

Deleting Keywords Destroys Value

If you delete keywords and add them back, you may be destroying value. Aside from this, you’re most certainly destroying history. It’s not that you should never delete keywords, but if you’re going to delete them, make sure you have a valid reason for doing so.

Deleting Ads Can be Costly

If you understand how Google calculates Quality Score, then you may know that an account can build Quality Score Equity over time. Much of this Quality Score Equity is stored in your ads. If you delete your ads, then you will destroy some of your Quality Score Equity. Not sure what that means? Just walk over to the toilet, drop in a couple of bucks, and flush. That’s what destroying Quality Score Equity means for an advertiser.

Don’t Let the Sun Set on Inactive Keywords

Don’t ignore inactive keywords. When I find a new account full of inactive keywords, it’s my first clue that the account has been poorly maintained. Google marks keywords inactive when your cpc bid falls below the minimum CPC for the keyword. Read on to find out about the causes of inactive keywords, and to learn how to solve inactive keywords.

Kaizen Ad Performance

This is the second in a series of specific things you can do to improve the performance of your PPC account. As mentioned in the previous post, if you wish to improve the performance of your account, improve your ad text!  Studying your ad space is a great way to see how your ads stack up against the competition, but you should also study your own ad statistics to see which ads are performing best, and which ones require improvement. This is loosely referred to as ad split testing, and there are a number of ways to perform it. The most important thing is simply that you do it continuously.

Make Your PPC Reports Beautiful

Regardless of how ingenious your recommendations may be, clients cannot be impressed with a report that looks like it has been thrown together by a 12 year old, who had a burrito in the microwave.

KAIZEN PPC!

Don’t think of PPC Reports as just some monthly documents you send around to clients each month. Think of them as the catalyst for improving Return on Ad Spending! Custom PPC reports are all about the process of summarizing results and brainstorming each month to find ideas for the coming month to improve results. Get it right, and your PPC Reports will become the driving force for KAIZEN PPC. Go, go, go!!

Keyword Elements

Breaking keywords into elements can help us understand which roots and qualifiers are performing best in a relative sense. It can also help us manage and maintain keyword building blocks, especially for those accounts which use thousands of keywords across a large number of ad groups and campaigns.