One of the primary, and most important, functions of a professional PPC company is to set and manage bids in a pay per click advertising campaign.
Does Your PPC Company Automate Your Bids?
Upon first hearing about automating bids, PPC companies saw it as a way to accomplish a mundane task without actually having to go through the monthly drudgery of looking at, and thinking about, individual phrase bids.
The problem with this approach is that in an automated system, if you have multiple companies automating bids to get their clients into top position, it causes everyone’s bids to go up a penny or more each time the phrase is searched.
A penny? Who cares, right? Consider this, if a phrase is searched 100 times a month, and 3 or more companies are auto-bidding for that phrase, then the phrase goes up $3 (or more) each month. Simple math says it goes up $36 per click, per year! Or more, if you have more companies automating.
All this because the PPC company wanted to make money without analyzing bids each month.
In order to keep bidding wars to a minimum, PPC companies, should be:
- considering which phrases are most important to the businesses they serve;
- evaluating whether they need to be in position one, or if position two will get the same (or better results);
- working with the ad text and landing pages to improve quality score;
- paying attention to the Click Through Rate (CTR);
- and turning off those phrases that are not performing to expectations.
The Best PPC Companies are Not Lazy and Don’t Automate
In my Colorado PPC company I use a methodical approach to checking and controlling bids each month. The trick is to know which metrics to be monitoring and keeping the goals of the client, and the plan that is created for the client, in mind each and every time you perform account maintenance.
This way, I don’t have to look at each of the thousand or so phrase bids in a campaign, I can find the weak ones and adjust them.
It is human nature to let-up on the gas as time goes by. It is easy to become complacent about tasks that are performed regularly. The trick is be aware of that and to get yourself excited about your job each and every month.
My PPC advertising company is comprised of just me. This allows me to retain sight all of the goals easily; because I created them. Just as passing a sentence or idea along from person to person results in changes and garbling of the original message, each time a PPC company passes your job along to another employee, the goals become watered down, lost, or even misinterpreted completely.
A Conscientious and Successful PPC Company in Colorado
I love helping clients with their Colorado PPC advertising, it has become a true passion of mine. I like the organizational aspects. The planning, the learning and the fruition of a good return on investment keep me interested from month to month, year after year.
Call Colorado internet advertising consultant Jon Camrud for the best PPC setup and implementation for your success!