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Ten Values Every Great Paid Search (PPC) Manager Brings to The Table

Do AdWords prospects with no history or bad history know what a good PPC manager brings to the table? PPC managers come with Google Partner Certifications & Badges, Years of Experience, Expert statuses in this or more communities. But what good is that endorsement, if it is unclear what specific benefits it helps generate? Here are the top ten benefits of Good Paid Search Management:


  1.        Maximizing SERPs Exposure


Your paid search manager qualifies your ads for the Search Engine Results Pages in the moments that matter, and where you'd have no chance otherwise. Let’s face it, there are searches on Google that your brand would like to show up for, but can’t qualify for organically (as opposed to paid) in the top positions above the fold. You may have a newer website, or your SEO efforts aren’t just getting you there. Whatever the case, leave it to an experienced Google Partner Paid Search (PPC) Manager to get you that exposure. Since you can’t get there organically, you’ll have to pay for the click, but it’ll be worth it. And then some.


  1.        Getting Your Brand Noticed


Have you ever had an AdWords campaign return lackluster performance? If you spent money on AdWords but couldn’t tell whether it worked for you -- that would be an example of a lackluster campaign. When a great Paid Search professional manages a campaign, you notice the results. You know exactly what your ROI is and just how positive it is. How is this achieved? - The answer is long, let’s start with the basics. Impressions aren't enough, searchers need to notice your brand. Winning eyeballs for your ad with the right ad text and a great ad rank is what we do for you.


This is where ad copy (ad text) comes into focus. And I don’t mean typing up the words about your brand/product/service and your current promotion into character-limited fields. I mean making your ads sing a rational song connecting to the emotional nature of your future clients. Within allotted character space, yes.


  1.        Engaging Your Prospect


Getting high engagement = high click-through-rate is where we start getting deeper into the woods. Nothing short of delivering your brand message, plus your unique selling proposition to clearly answer search intent derived from the 2-3 words that your prospect just typed into the Google Search engine will do. That’s the gist of it.


So PPC managers study search intent, use ad copy tactics like brand-mirroring writing style, buzz words and punctuation, as well as AdWords platform features like ad extensions to put your best foot forward in a 30/30/80-character format to engage your prospects in a way best corresponding to the stage in the sales funnel they may be in.


We write ad copy in scores to test what works. Any small –one brand/product/service-- account may have a minimum of say 10 ads serving. On the other side of the spectrum an account may have 100s (maybe 1000s) of ads. Either way, it takes a lot of time [and a small bucket of blood] to get your ads to stand out in any given search auction, as well as to continuously deliver the engagement. Granted, a smaller account may take less time to write ads for. A few or a lot, those ads better get clicks at a higher than average rate. This is necessary to get your ad rank right and thus lower your Cost-per-Click.


  1.        Minimizing Cost Per Click


What to say here? This one is self-explanatory. Your Cost-per-Click is inversely correlated with the greatness of your PPC manager. If your Paid Search manager is good, you’ll pay less per click for the same traffic your competition will spend a lot more to acquire. Better they are, less you pay. A simple concept.


  1.        Getting Target & Expectations Right


Serving ads to the right target audience is a topic that merits a discussion of its own. Let me just say that there are many moving pieces in that effort. For Search Campaigns deriving Search Intent from Search Queries is as much of a targeting effort as the geographic and demographic targeting. Device targeting, Geo-targeting are examples of the additional Search Targeting considerations.


For Display platform demographic targeting takes more of a center stage: Age, Gender, Geo-location. Also, Keyword Targeting (what keywords are present on page) and Topic Targeting (overall site/page context); Affinity Targeting (person’s overall interests); In-Market Targeting (person's intentions and readiness to buy) as well as “Target and bid” vs “bid Only” will all become uber important. Placements (Sites in the Google Display Network that your ads show up on) are important as well for Display targeting. Placement also matter a lot for Video targeting: YouTube channels your ads show up on can make or break a campaign. Not to mention various types of remarketing, and shopping targeting or custom audience targeting - all topics for a separate discussion.


When the right target audience is reached, setting up realistic expectations will help avoid mutual disappointment for both the prospect and the brand. Anyone can promise the moon to win a click, but ‘back button’ is easy to click as well. Embellishing or misrepresenting what you offer in an ad text might get you a very high Click-Through-Rate, but you’ll end up paying for a click that has no chance of either considering what you offer for an immediate purchase or potentially connecting with your brand for future consideration. We won’t want that, right?! Setting up realistic expectations, while engaging your audience at a higher than average rate is another little trick up a good paid search manager’s sleeve.


  1.        Assuring Traffic Quality


Ensuring the balance of quality of the exposure you’re getting vs cost is another valuable PPC deliverable. A good Paid Search manager knows to ask and pursues the answer to the following question: Is this a viable (see cost-effective) prospect, given client’s goals? Brand Awareness, Lead Generation or Shopping - each of these campaign types may have different goals, and a good AdWords manager will make it their priority to meet them. There is a lot more to be said about this, but assuring the quality of exposure/leads/sales, resulting from AdWords campaigns is an important question to discuss early on with your PPC professional to gauge the degree of involvement they’ll offer you.


Furthermore, you can expect a great Paid Search Manger to continuously make informed choices in line with the forces affecting your business, be those factors constant or variable, such as seasonality for instance. A good PPC person will make it their business to know your business.


  1.        Expert Optimization


Optimizing technical performance metrics is another way a PPC manager is useful to the clients. Search or Display Impression Share, Click-Through-Rate, Average Position, and Bidding are a few examples of performance metrics we look at. Depending on the size of the account this may be a daily exercise that takes meticulous number-checking and tweaking. If your AdWords manager is good, your account’s technical performance helps you answer your traffic’s search desires while dominating competition and in the most-effective manner possible.


Chances are they also spend hours troubleshooting with Google support or picking other experts’ brains on your behalf, dreaming up and testing new strategies, researching, collecting (or writing) and implementing optimization scripts as well.


  1.        Cruising Along with Platform Evolution


Did you know that good PPC managers participate in AdWords Betas; actively provide feedback on what matters to our clients back to Google engineering team; take part in research; consult with each other and always stay on top of the industry chatter? If you ever wonder what we do, when we are not interacting with you, that’s part of what we spend time on.


Staying on top of the ever evolving AdWords (and the Google Analytics platform as it pertains to paid search side of things) and using the right features at the right time is big. It may mean the difference between a high performance account and an account disapproval, or a 1% vs 20% CTR, or a phone ringing all day long vs an eerie silence in your sales department. This platform is not only efficient, AdWords also offers access to the majority of the overall online traffic via Google Search or its vast Display network, including YouTube and Gmail among others. It pays to know how to use it.


  1.        Sticking It to Your Competition


Most business leaders think about business competition as healthy, but none of them enjoy losing to competition. PPC managers help put your best foot forward in the moments that matter. You guessed it, those are the moments that your competition will fiercely compete for. Helping you compare favorably to competition while adhering to best practice [and best language] standards is no easy feat. We’re all human, we want to win. Winning by any means necessary, however, isn’t a sustainable long-term strategy. Not in Paid Search, nor anywhere else. Count on a good PPC manager to market you aggressively in any given auction, but to keep you within the confounds of legal and professional standards when it comes to ad copy and the targeting choices.


  1.  Defending Your Brand Investment


This goes back to the #1 point I started with. Defending and preserving your Brand Name investment is achieved through serving ads to your own brand-name keywords, which some of your competitors may choose to target as well. This one is a bit controversial, nevertheless an important aspect of Paid Search. The word paid comes into new light when brand name campaigns are involved. Some argue that if your brand is recognized, you’ve paid once (or a few times) before to get on that prospect’s radar. So why pay again?

The PPC folk offers many versions of Why? or Why Not? execute brand targeting via paid search. Whether your business is a small first-generation operator or a Nationally recognized brand, preserving achieved brand recognition may be achieved via Brand-name campaigning on AdWords. It is also the easiest and the most cost-efficient effort to undertake in AdWords that a good PPC manager should be able to accomplish well on your behalf.


In Summary


You now know what to look for, when engaging a Paid Search (PPC) manager. Demand the best, and know the benefits you’ll get from a good paid search manager working for you. While there are many more advantages, the above list is my top 10. Let me know what you think of my list! This article is highly opinionated and based entirely on my professional experience and opinion of what works in AdWords. Thank you for reading to the end!

about Julia Muller

Marketer by education and experience since 2000 with extensive experience on the agency and client side both.

PPCBossman Top Contributor
October 2016

Awesome article, Julia! While these are all excellent points here, I really like #8. It doesn't matter if we have one or ten years of experience, we have to continue learning to stay relevant as PPC managers. 

Julia_Muller Top Contributor
October 2016 - last edited October 2016

Thanks, Tommy. You're too kind. We can spend hours discussing point #8. When driving sophisticated machinery like AdWords with the potential of a spaceship (think about the progress it can bring about, but also about its collision impact) the driver better be not 'asleep at the wheel.'

Dragan B
October 2016

Hi Julia. Thanks for opening this topic. I would add that seeking better PPC campaign performances offer ideas for improving quality of business internet presence. I would tie PPC campaign optimization with on-page SEO (website structure, URLs, titles, site description, headlines). In other words I believe that key benefit of PPC campaign is improving 'Landing page experience' as element of Ad Quality Score.

Julia_Muller Top Contributor
October 2016 - last edited October 2016

Good ones, @Dragan B. Indeed, an AdWords manager holds keys to the treasure chest (or the Davy Jones' locker) of crucial information about what works for a client on the world's leading search engine. A good PPC manager can help shape client's brand message, influence business' selling proposition, as compared to competition, etc., upgrading both the quantity and the quality of a business' intertent presence.


I'd agree with your second point as well, good PPC keyword research pre-campaign as well the actual traffic and engagement data during an AdWords campaign greatly help with managing on-page SEO. In my experience, not only with the landing pages, but PPC info can be helpful with shaping many other client web pages' on-page SEO as well.


Narendra S
October 2016


Julia_Muller Top Contributor
October 2016

Hi @Narendra S,


Could you elaborate on your question? I am not sure I understand what you're commenting on/asking about.