PPC Blog: PPC Management

Scaling Back Your PPC Program? Here’s What You Need to Consider

It’s not uncommon for businesses to get excited about promoting new products or services through paid search advertising.

But sometimes, they forget they’ll need to either increase their advertising budget for this new endeavor – or re-allocate some of their existing budget.

Unfortunately, when you shift marketing budget from one area to another, you trigger a set of trade-offs.

And so, these businesses have to make some tough decisions. We had this happen recently with a client.

And today, I’ll use it as an example of some of the trade-offs you have to make when dedicating some of your existing budget to a new product launch.

Continue reading »

7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

Over the past weeks, we’ve seen major economic changes due to the coronavirus and associated lockdowns.

Consequently, some companies are reluctantly letting go of their pay-per-click (PPC) marketing agencies and bringing those responsibilities back in-house.

In other cases, companies are making cuts to their marketing teams and shuffling responsibility for PPC to other team members.

Whatever the cause, many experienced marketers – who haven’t been hands on with PPC for many years – are now finding themselves with that responsibility again.

These marketers are now scrambling to get back up to speed.

If you find yourself in that situation, here are some dos and don’ts to help you get your footing.

PPC dos and donts

Continue reading »

7 Signs Your PPC Program Is Being Mismanaged

Most experienced PPC specialists will recognize the telltale signs of PPC mismanagement.

But if you’re not a PPC professional – maybe you’re a business owner or marketing director – you might overlook those indicators.

This is a problem because now, more than ever, it’s important that your PPC program is managed skillfully.

You have to be careful in interpreting those indicators and not jump to conclusions.

No one practice or setting can tell the whole tale.

And maybe your PPC managers have a good explanation for the small anomalies you see.

But when you see an accumulation of things in your account that are odd or even bizarre, you can start to conclude that the account is being poorly managed, whether due to lack of expertise or indifference.

So what are the signs of mismanagement that you should look for?

Here are seven of the most common ones.

7 signs your PPC program is being mismanaged

Continue reading »

Is the Google Ads Partner Badge a Red Flag?

In the 10 years I’ve been running my business, never once has a prospective client asked if my agency is a Google Ads Partner.

Nonetheless, my team and I took it upon ourselves to become a Google Ads Partner (at the Premier level) anyway.

For a long time, becoming a Google Ads Partner was considered best practice. And it came with a few benefits, like having an assigned Google Ads rep and some additional Google training (if you were lucky).

Besides, meeting the requirements to become a Partner wasn’t onerous. So why not?

But recently, Google announced that it will be changing its Partner program by introducing new requirements. (UPDATE: Google recently announced that it will be pushing these changes to 2021.)

Which has many PPC pros alarmed.

Why? Because they essentially require Partners to put the goals of Google above the goals of their own clients.

Which has me wondering if the Google Ads Partner badge is now a red flag instead of a symbol of trust.

Google Ads Partner program

Continue reading »

4 Ways to Prepare for PPC in 2020

If you weren’t able to use December to prepare for PPC in 2002, it’s not too late!

You still have time to regroup and look ahead.

And it’s important to do so — because the strategies you put into place now can continue to pay dividends throughout 2020.

If you’re not sure where to start, here are four suggestions on where to put your efforts.

Continue reading »

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:

Continue reading »

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

Continue reading »

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

Continue reading »

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.

Continue reading »

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.

Continue reading »

Ready to improve your PPC return?Contact us

“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

More testimonials