PPC Blog: PPC Management

Our PPC Wish List for 2020

As has become tradition here at Group Twenty Seven, we like to mark this time of year by compiling a wish list of all the things we’d love to see in PPC for the coming year.

Looking back, we realize we didn’t get everything on our PPC wish list for 2019 (or even 2018), but we’re not giving up hope that this year will be different!

So here’s what we wish for in 2020:

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PPC Functions and Tools We’re Grateful for in 2019

Once again, Thanksgiving is quickly approaching.

And in keeping with tradition, my team and I like to use Thanksgiving as an occasion to reflect and give thanks for the many PPC functions and tools that made our jobs easier this year.

Because when we can complete our work more easily, thoroughly and efficiently, it helps us deliver better results for our clients.

So without further ado, read on to see what we’re grateful for this past year. (And if you’re not using these functions or tools yourself, it might be time to give them a try.)

PPC functions and tools

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Should You Choose a Generalist or Specialist Marketing Agency?

When you decide to hire an outside marketing agency – either because you want to outsource your marketing entirely or supplement your existing in-house team – you’ll have a lot of decisions to make.

And one of the biggest will be whether to hire a generalist or specialist agency.

Let’s start by defining our terms: a generalist marketing agency is one that handles all kinds of marketing. These may include (but not be limited to):

  • Content creation and strategy
  • Social media management
  • SEO
  • SEM
  • Email marketing
  • Analytics
  • Media buying
  • Affiliate marketing.

A specialist agency, in contrast, will focus on only one of those channels. So they will do only SEO or only email marketing, for example.

So which should you choose?

Generalist or specialist marketing agency

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Don’t Get Entangled in These PPC Snags!

Your PPC campaigns might be running perfectly fine right now.

But someday, you might suddenly find yourself entangled in something you didn’t anticipate.

You’ll have to struggle to free yourself before you lose sight of your goals – or your results sink.

Snags can happen anytime in your PPC programs.

You’re most susceptible to these snags when you’re new to paid search advertising.

When you know where the snags are hiding, you can take proactive steps to avoid them.

This article will help clear the PPC waters for you.

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What to Expect From Your New PPC Agency

If you’ve never worked with a PPC agency before, you might wonder what to expect.

What questions will they ask? What will they want you to do?

And what can you do to make the relationship go more smoothly?

As the manager of a PPC agency, I like to think I have some insights into the client-agency relationship.

Here are six things you can expect from your new PPC agency.

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What Does PPC Have to Do With Website Design?

If you’re relatively new to PPC, you might not think much about website design.

Instead, your focus is more likely on things such as ad groups, ad messaging, and conversion tracking.

After all, what does the design of your website have to do with PPC performance anyway?

Quite a lot, actually.

It isn’t just about how your website looks.

It’s also about performance.

While getting qualified users to click on your ads is a crucial first step in any paid search program, everything that happens after that click is equally important.

And if users don’t like what they see or experience when they’re on your site or landing pages, then your PPC campaign performance will suffer.

This post will outline just some of the ways your website design can impact your PPC program.

What does PPC have to do with website design?

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4 Things You Should Know Before Hiring a PPC Agency

For many companies, hiring a PPC agency is a big step into the unknown.

You’re not sure what to expect. And you might have some not-quite-accurate ideas about how the relationship will work.

We see this all the time with new clients. It’s why we have a formal onboarding process that helps us set expectations and answer client questions.

But even so, there are some things you should know even before you start looking for a PPC agency to hire.

I’ll use this post to outline four of them.

Hiring a PPC Agency

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Our PPC Wish List for 2019

It’s become a December tradition at Group Twenty Seven to compile and share a wish list of things we’d like to see in PPC for the coming year.

Sadly, we didn’t get everything we asked for in our 2017 PPC wish list or 2018 PPC wish list. But who knows… maybe this year will be different!

As usual, most of our wish list items relate to Google. This isn’t because we intend to pick on the company, but because Google so thoroughly dominates the paid search industry.

And for the record, we’d like to say that while our wish list is long, we know things could be a whole lot worse!

PPC wish list for 2019

That said, here are our PPC wishes for 2019:

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3 PPC Changes That Might Scare You

For many PPC newbies (and even PPC pros!) Google Ads can be a scary place. Things can change and catch you by surprise, leaving you thoroughly spooked!

To help you avoid that kind of chilling situation, let me outline three changes that might scare you (and your wallet) if you’re not aware of them. 

PPC changes

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Should You Choose a PPC Agency or In-House PPC Management?

I recently received a call from a prospective client who was looking for temporary assistance with their PPC program. Their in-house marketing manager had resigned and, so far, they had been unable to find a suitable replacement. In the meantime, the CMO was covering the position.

They didn’t want to make a rushed hiring decision just to resolve the issue. But they desperately needed some help.

So they asked if my agency might step in temporarily to bridge the gap — this in spite of the company having a strict “no agency” policy due to past bad experiences. Because my agency doesn’t require long-term contracts, we agreed.

But when we opened the account, we uncovered many issues.

PPC agency or in house PPC management

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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