The Process
Rather than try to take over complete management of your company’s paid ad campaigns, Intelligent PPC aims to train businesses in the most effective means to manage their own paid ad campaigns. We will either co-manage with you until you’re ready to take over the reins, or we will train members of your staff in a crash course designed to make sure your company has all the bases covered.
The average PPC management firm charges from 10-18% of your monthly spend to manage your account. Google charges 16% and it takes them a month of paid services before they even make any changes. What’s wrong this spend-based model? Well, simply put, the more you spend, the more they make. The less you spend, the less they make. In about 90% of the campaigns that have come to me over the last two years for “optimization,” the first thing those accounts needed was “pruning” and spend control. This is the last thing the PPC management firm (or Google) wants to see because that means they bill you less.
Instead of repeating all the platitudes that fill the Google Adwords documentation, like “for more clicks, bid up,” we figure that you’re advertising in order to make money for yourself and your business, not for the search engines. So we approach campaigns with an eye toward developing an ad strategy designed to maximize the potential earnings you might make in your market with paid search ads. It’s not about being number one in the rankings. It’s about finding out where in the ad position those buyers for your product click.
We spend more time on account performance analysis, competitive analysis, landing page analysis, and after-the-click experience study than most PPC firms allocate for an entire month’s worth of work on a typical account. Why? Because a monkey with a bid automator can change bids at the keyword level every day. It takes time and thought to analyze an account for weaknesses and errors. It takes time to study the competition, not to copy them, but to see what they’re overlooking, where they fall short, what you can capitalize on. It takes real effort to remove yourself from from the process of “being in business” long enough to think like a customer and change perspective when you visit your web site.
We don’t screen you from this process. There are no “trade secrets” in this business except for the algorithms used by the search engines. All the tools and the topics are out there to be discovered by people like us who are willing to look for them, try them out, toss out the crappy ones and then share our findings with others. Heck, we blog about the processes we come up with, or the tests we read about. We don’t need to keep it a secret – we want you to learn what we know because frankly, your business is not our business. This is why you, after learning from us, will be a better pay per click manager for your business than we could ever be. Your business is your passion. Our business is search engine marketing.
