5 Critical PPC Questions You Should Ask ASAP
The following questions should be directed toward whoever handles your company's PPC campaign(s). Whether it's an in-house team or an outside agency, you should make these inquiries as soon as possible.
Why the urgency?
Mainly because pay-per-click advertising is incredibly time-sensitive. An improperly managed campaign could be costing you by the day--both in AdWords budget and missed opportunities. Ask your PPC team (or yourself) these questions sooner rather than later.
What you find might just surprise you.
1. Are we day-parting our campaigns?
Day-parting ensures that people only see your ads during the hours that your business is open. On average, day-parting generally improves pay-per-click ROI by 20-30%. Setting it up is free and takes less than 15-30 minutes.
2. Are we using negative keywords?
Every company should use negative keywords in every PPC campaign they run. Not only are negative keywords free to use, but we’ve saved clients as much as $30,000 a year by using them.
3. Have you reviewed our keyword reports in the last 30 days?
Keyword reports show every individual keyword you’ve spent money on. In one case, we found that a PPC agency hadn’t looked at the reports for a year, resulting in thousands of wasted dollars and countless missed opportunities.
4. Could we use some new material?
It’s much easier for a PPC team to generate sales when it can quickly adjust to changes (e.g. a new line of services/products or new promotions). I’d recommend setting aside at least 15-30 minutes a month to speak with your PPC team about these types of new developments.
5. How many hours have you spent on our account in the last 30 days?
Some PPC teams grow complacent after meeting their targets. If that sounds like an issue, work with them to set more ambitious goals.
Brian McKenzie is a PPC expert handling the management and strategy of Spectrum's pay-per-click clients.
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