Written by: John Breneman
Written by: Joe Ricci
Written by: Dave Currier
Vital helps clients manage their PPC campaigns towards their goals. From Google AdWords to Facebook ads, we help our clients reach their buyers on the paid platforms that are most effective. Over the years we’ve managed millions of dollars of PPC budget and we’ve learned what makes a great relationship between a client and their PPC agency. We’ve built our PPC management program based on what gets our clients the best results, while providing the ultimate level of transparency.
Our PPC management program covers the following ad platforms:
Our agency’s PPC management services include the following tasks as part of monthly management:
Every agency will approach PPC from a different angle. Here are the nine core beliefs our PPC program is based on:
Your PPC account is an asset. You paid for it to be built and optimized, and you should own it, regardless of who your PPC management agency is.
You care about leads and/or sales, not clicks, or impressions, or click-through-rate (CTR), or any other vanity metrics. We only optimize for the metrics your business understands and cares about.
We won’t confuse you with a bunch of PPC jargon. We provide straight-forward reports that your executive management team can easily understand and see the value in. We report on the metrics your business cares about, and spare you the technical gibberish. Unless you want to nerd out, then we’re happy to talk shop. We send clients a monthly report detailing the most recent month’s performance, and always follow up the report with a call to review it.
Vital’s PPC program was originally built to support the efforts of our overall digital marketing department, specifically content marketing, conversion rate optimization (CRO) and search engine optimization (SEO). Therefore our PPC strategy always aims to be integrated with the larger overall digital marketing strategy which creates new opportunities and efficiencies that would have been otherwise missed.
Our PPC contracts run month-to-month and require 30 days notice to cancel. We believe the best way to keep a client around is to do an amazing job, not lock them into a long-term contract.
We manually manage campaigns on a daily and/or weekly basis depending on the velocity of the spend. This ensures our PPC managers are always keeping a pulse on the account performance and making improvements quickly.
Each client has a dedicated point of contact, who provides weekly updates, responds to any questions in less than 24 hours, attends weekly or monthly calls, and is available for questions whenever needed. Our account managers will also continually post updates for clients on our project management software, Basecamp.
At the end of the day, PPC management is a service, and services are provided by people. While we use some technology to track and tweak campaigns, the people we have managing the accounts are the reason for performance improvements. From our account managers, to PPC specialists, to graphic designers and web developers, we invest heavily in recruiting and retaining the most-talented people around. Don’t believe us? Check out our employee perks.
When Vital takes over any new PPC accounts, our goal is to set a new high score. While maintaining an account is great, that’s not what drives us. We’re passionate about showing how much we can improve when given the opportunity. It’s not uncommon for us to increase conversions by 50-90% (while driving down the costs) in the first several months.
When we first talk with new companies, they always ask how we plan to onboard their account. So, here’s how we do it:
Vital prides itself on a tested and proven process that delivers consistent results. The first step of onboarding any new PPC account starts with requesting the client fill out questionnaires, not only about PPC, but about their target buyers, and their competition. We’re more than PPC managers, we’re marketing strategists who take a holistic view of any marketing challenge.
Our first step is to always assess and evaluate the current condition of the PPC account we’re taking over. Vital has created a custom PPC account audit process and checklist based on years of analyzing accounts. This audit helps us shine light on low hanging fruit opportunities, as well as points out potential red flags. We breakdown the current account to learn as much as we can from past performance, and then benchmark all KPIs as a baseline.
It’s important to start things off on the right foot. Every new client receives a kickoff meeting with the full team to review our timeline and walk through each step of the setup process. We also use this meeting for discovery where we review completed questionnaires.
If we’re running a search campaign, our next step is perform keyword research (based on any missing opportunities found in the audit). We break our proposed new keyword list down into groups and submit back to the client for approval before inputting keywords into the account.
This step includes optimizing all the various account settings, such as:
Writing PPC ads is a balance of art and science. The ads need to be persuasive, yet informative, yet direct, all within very tight character limits. Luckily Vital has a team of experienced copywriters who have been writing PPC ads for years. We also consistently test ad copy to determine what works best, so we have an arsenal of data to build off of.
If we’re running display campaigns, Vital will design multiple flights of ads in the chosen ad platform’s recommended ad size dimensions. Our ads are designed to be enticing and eye-catching, while still representing our clients’ brand.
The ads are only half the equation. To have meaningful PPC success, the ads need to drive users to a landing page that will convert them. Vital will help write, design, and develop best practices landing pages for your campaigns. We’ve formed our own landing page best practices based on years of testing different landing page formats.
Vital creates a custom dashboard report for each client. To start off, Vital imports in all historical data and then we update our main dashboard report every month. Vital reports on metrics in plain english. We pride ourselves on reporting in the language of your business (leads, sales) and we don’t try to mislead you with vanity metrics. We provide and review reports with clients on a monthly basis. That said, you’ll always have full access to your account and can log in at any time to review metrics.
It’s critical that we’re constantly communicating with our clients about the status of their PPC campaigns. Therefore, we schedule weekly (or monthly) calls/meetings to provide status updates. The size of the campaign and budget will determine if a weekly check in is required, or if a monthly check in will do.
Vital’s pricing for PPC management services is pretty straightforward. We charge a one-time account setup (or re-structure) cost which varies depending on the status of the account we’re onboarding, plus a monthly management fee as a percentage of spend.
Think we might be a good fit? Let’s talk about it. Fill out the form on this page and we’ll setup a call to see if we can help.
Interested in boosting your brand’s visibility? Let’s talk PPC
As a Senior Digital Strategist at Vital, a top digital marketing agency with offices in Boston, San Francisco, and Ports…Read more →