It’s a mistake to think that once you’ve found your PPC manager that you’re work is done. Your work is definitely not done—not by a long shot. If you hope to have a good relationship and achieve the best results, you should be actively engaging in dialogue and strategy, both with the PPC company and with your own site.
Ongoing Communication
Make sure you and your pay per click manager are on the same page, both in relation to your company’s goals and what direction you’re heading. You don’t want to market a product or service that you’ll be phasing out, and likewise you want to emphasize something new or something that works well. This type of research is part of the preliminary ppc campaign process, but it’s good to make it a regular part of the campaign.
Product Emphasis
Use your PPC management to assist in not only bringing people to your site, but also to help you figure out what the strong points of your company are. Ask for monthly campaign reports to see which keywords are being used the most and what services are being bought most frequently. There’s no shame in adjusting the company’s focus based on hard data. Give the people what they want.
Website Adjustments
The data your PPC manager finds should also be used to make your website more presentable and useable. They may come back to you and say that you need edits and adjustments to ensure visitors stay. This could mean a site overhaul or possibly that you just need some better organic SEO content. Star PPC Management offers services such as this, so finding a company that wears multiple hats can make changes quicker.
Hands off Approach
Pay per click management is an acquired skill—which is why you hired outside of your company in the first place. In many cases a business will hand over the PPC reigns when the task has become too cumbersome to do in house. Resist the urge to second guess what your PPC management is suggesting and implementing. An element of trust is essential to this relationship. Also, trust that you did your homework and hired the right company.
