Recently, Hanapin did a focus group to find out what key elements marketing managers wanted from their PPC agencies. While they all said performance was important, the other piece managers wanted to get from their PPC agency was centered on strategy and insights. This feedback was taken seriously and we have now implemented new processes to create additional value for our clients. Below are a few that our clients appreciate for showing strategic value beyond the numbers.
PPC account managers typically eat, sleep and breathe PPC account performance, but there are still going to be times an account may struggle and need additional support. Another value of using a PPC agency is that you have a team of people available to help work on your account whether performance is good or bad. We’ve found that proactively auditing our clients PPC accounts brings fresh insights to help prevent issues before they start.
A few of the account insights we review when auditing an account include:
- Quality Score
- L/R Aggressiveness Scale
- Account Structure
- Segments – networks and mobile
A competitor analysis is always great for showing insightful value, and for good reason. Knowing where an account falls in the competitive landscape is crucial in developing a strategy that allows for maximum and efficient results. Running a competitive analysis every 90 days to 6 months is typically a good time frame. However, if you notice a steep climb in CPCs or branded traffic being impacted, you may want to run a quick analysis to see if new competitors have entered the space or are bidding on your brand terms. Below are a few free tools that you can use to run a competitive analysis:
- Auction Insights
These are all great tools to get a feel for the competitive landscape, but it is also important to have a strategic plan as to what you plan to do with this information.