Working for a digital marketing agency for nearly fifteen years has given me insight into what paid search advertising clients want and need. Recently, a handful of advertisers asked us to prove our worth and tell them why they should continue to pay us monthly management fees once their campaigns are set up and optimized.
“Now that the campaigns are set up, they’re on autopilot, right?”
False. Once your campaigns are up and running, even though we use Google’s plethora of smart bidding options, they will still need a watchful eye to spot any anomalies or issues that arise with the campaigns.
Think of JumpFly, or another digital ad agency, as the paid search pilot. We all know that most of the commercial aircraft we travel on are flown by pilots, but are mostly flown by automated systems. There is no autonomous passenger aircraft because an aircraft needs a pilot in case of trouble and to handle tasks that simply cannot be left to an automated system.
The same goes for pay-per-click (PPC) advertising: your agency is your driver. There are myriad situations that still require human intervention, data analysis, and intuition with Smart Bidding. Having a set of human eyeballs, along with our in-house proprietary reporting platform, is critical to the success of your digital advertising efforts. There is no “set it and forget it” in PPC, even with all the automation available. Any person, agency or end user who does this with the campaigns they manage runs a real risk of harming campaign results.
“Where can I see information about my campaign performance and trends?”
While all advertisers can access their account performance stats on ad platforms, this data is sometimes hard to decipher for unsuspecting eyeballs. Fortunately, most agencies, including JumpFly, have some sort of weekly or monthly reporting system for their clients.
JumpFly’s proprietary platform is robust enough to give you all the data you need, yet easy enough to read for a college kid to understand. Our system was created by JumpFly’s Chief Technology Officer and provides beautifully compiled information including, but not limited to: location, gender, and other user demographics, as well as monthly data. to easily compare and recognize trends.
Receiving a well-designed report is much easier for your average advertiser to digest than simply looking at monthly platform data. If my choice is easy and pretty or confusing and difficult, I choose easy and pretty all day long no questions asked.
“How do I get whitelisted for the new Google Ads or Microsoft Advertising beta?”
Working with an agency gives advertisers a distinct advantage over self-managed accounts: direct agency support and contact with each of the platforms. This helpline can be helpful in almost any situation. From denying a policy violation to accessing new betas and everything in between, the availability of dedicated agency support contributes to the success of paid search efforts.
That’s not to say that self-managed accounts don’t have support — they always do. But the level of support they receive is very different from the help offered to agencies. In order to use this additional layer of support, your account must be linked to an agency’s management shell.
“How do I add keywords or edit ad content?”
Once you’ve hired a PPC agency to manage your campaigns, you should never have to ask yourself (or Google) that question again. If you need to edit ad content or pause or add keywords, just email your agency account management team, and they’ll do it for you. you.
You are an expert in your business, just as paid search managers are in theirs. Let your account team handle the heavy lifting on your account while you focus on converting leads or fulfilling all the orders that digital advertising sends you.
“Why is PPC management so expensive?” »
Just like your business, digital advertising agencies have teams of experts qualified to work on your accounts. Seasoned marketers with decades of experience earn higher salaries than those new to the field. And this experience comes with a wealth of information to improve your account performance.
As with everything in life, sometimes you have to spend money to make money. And digital advertising is no different.
Make the most of your time and budget by hiring a professional paid search agency to manage your campaigns. Let your results speak for themselves. You will not be disappointed.