1 How to Keep Your PPC Management Company Honest Who Wants To Literally Save Thousands In AdWords Management Fees? HERE S THE PROBLEM Not all PPC managers are created equal. Some are really good at what they do and have the highest levels of integrity and the never ceasing desire to do all that they can to produce as much revenue & ROI for you as they possibly can. But some unfortunately, not so much. Some PPC managers put a great deal of work into their clients account each month and produce the best of results for their client for their monthly fee. But, some managers seem to try to skate by doing as little work as they can get away with. Doing just enough on your account each month to keep you somewhat happy (or somewhat in the dark) and not one drop of work more just enough so that you will continue to pay their ongoing monthly fee. HOW MUCH MONEY ARE YOU GIVING UP THROWING AWAY? Tens of thousands in missed opportunity from a poor performing campaign at MINIMUM The problem is that you don t know which scenario properly describes your PPC management company. Nor do you know how to actually discover the actual truth. After all, you might love them but have no idea how much they are not doing for your account. We ve looked at 100 s of accounts, and 99% of the owners say, oh my guy Is all over this, I don t have any issues. That thinking is almost always a guarantee we ll find something in the first few minutes of major value that is entirely overlooked. But I m sure your guy is different, right?
2 The truth is you don t know how much additional revenue a coconscious PPC Management Company might actually be earning for you each month for the exact same fee. The difference between the two is money you are simply throwing away. No one likes to throw away money. And, I ll bet you don t. THEIR MONTHLY REPORTS OR CONFERENCE CALLS Hopefully you receive either a monthly conference call to review the PPC account results, talk strategy, and review KPIs. Or that fancy monthly report gets a little brushed over. In those brushed over reports you might only receive a top 10 list of top keywords, top ads and some colorful graphs. They might use automatically generated fancy charts as a distraction so that you don t realize how little work they have actually done for their monthly fee. Sometimes you might get the feeling that you are not getting all that you are paying for that your PPC guy/gal may be spreading their available monthly time over too many clients. And, your account may not be getting enough attention. It s probably not nearly as much attention as you would give to your account yourself. How many hours of actual work does their work add up to? More importantly what s the value you re getting for that bill each month? I hope that you are discussing that regularly with them right RIGHT? THIS SHOWS YOU IMMEDIATELY IF YOUR PPC MANAGER IS WORKING ON YOUR ACCOUNT OR NOT I am going to show you something that your present PPC manager would never dare to show you. I am going to show you how drop dead easy it is for you to check up on them, and make sure that they are actually working in the account doing things to keep improving results for you month after month. There s a big difference between a PPC manager that s doing a good honest job, and one that s asleep at the switch. So how do you keep them honest?
3 **HERE S THE SECRET** It s the Change History Log. Want to know if ANYTHING is being done in your account? This is the first place to look. If you ignore the rest of this paper, do this and you ll get a feel for what s going on, or what isn t. Let me show you how to find it.
4 HERE S HOW TO DO IT Log into your Adwords account click on Tools and select the change history
5 Next: Select Last Month as a date range. Any changes made will show in the log you ll se next. Obviously if there are some changes here, great, if there are little to none, what is you ppc management company doing? If you are spending over $5,000/mo you should see pages of changes. If you are not seeing much of anything, check back on a longer time line. If nothing is really being changed, It s time for a talk with your guy or gal on what exactly they are doing for you. It might be the time for a reevaluation of if you have the right PPC manager on your account. It s good to separate these out the changes by clicking the various choices, ad, keyword, budget and seeing if there s work done in various areas if you want to get more granular.
6 Now, a two caveats, simply more changes (of less quality) is not ALWAYS better, but again, we re looking for a reasonable amount, some months will have more, others less, but if there is very few, then that s a problem. Caveat two: the change history log doesn t include is analysis, time checking into the account, making sure the numbers are jiving, that there are no anomalies. Competitive research.etc. This is time your manager should be spending on the account that s not reflected here. AND IN 5 MINUTES GET MORE CONFIDENCE IN YOUR ACCOUNT MANAGEMENT Here s just a small checklist of other points to look at: - Adcopy; You should see new ads being created in your ad split bad ads being deleted or paused. - Bids: Obviously you should see some changes here - The Adcopy Sort: Select all campaigns, all ads & sort by clicks over the last 30 days. Find that ad which has the most clicks and click on that adgroup. Do you have two ads battling it out in that adgroup? How many clicks does each ad have? If each has , why this split test is still running. MORE importantly, if the top clicked adgroup has an ad test that s not being attended to, is anyone paying attention to the OTHER hundreds, maybe thousands of ads? - Keywords: Have any new keywords been added according to the change history? - Call Tracking: If your pay- per- click traffic drives phone calls to your business, do you know EXACTLY how many? Do you know which keywords they came from? - Geographic Performance: Are there any geographic bid modifications based on performance under the settings tab? - Conversions: Please, please, please tell me you are tracking some kind of conversion? If not how is the accont really being optimized? Just doling out spend according to a budget?
7 IF YOU ARE DOING YOUR OWN ADWORDS ACCOUNT YOURSELF Look at your own change history log, are YOU really doing anything? NOW GO CHECK YOUR ADWORDS ACCOUNT HISTORY LOG I LL WAIT