How to Hire a Pay-Per-Click Manager

Finding Top Pay-Per-Click Managers |

Anyone can register for Adwords and other PPC programs. Finding a candidate with the skills and experience to keep the cost per click down while maximizing the conversion rate is crutial for success. An experienced PPC manager knows how to manipulate campaigns to achieve set goals.

Ask PPC Managers about their skills and experience in the following areas...

* Manual and Automated Bid Management
* Budget Analysis
* Keyword Research and Strategy
* Ongoing Campaign Maintenance
* Consistent Client Contact
* Click Fraud Monitoring
* Competitive Analysis
* Comprehensive Tracking and Analytics
* Custom Analytics Reporting
* Conversion Ratios
* Cost Per Click
* Local and National PPC Campaigns
* Ad Copy
* PPC Quality Scores

The Experience: Be aware that there are proprietary softwares for managing PPC campaigns. They require much less human input than campaigns setup and administered manually. Regardless of the management software your hire will be working with, it is very important that they have extensive hands-on experience setting up and maintaining PPC campaigns. Strategy and experience are the most valuable qualities a PPC Manager can have.

The Proof: Ask candidates to provide analytics reports on ranking, traffic, cost-per-click and conversions. To measure their effectiveness, PPC managers must be able to show how they optimized campaigns over time.

The Adwords Pay-per-Click (PPC) Quality Scores:
The following information has been compiled from the AdWords blog and help center.

• Quality Score ensures that Google only shows relevant ads to its users.

• Searchers want to find the information they are looking for quickly and easily and Quality Score helps Google show more relevant ads.

• To ensure that potential customers see your ad, you need to pay attention to Quality Score.

• It influences an ads' position, and it partially determines the keyword's minimum bids, which can help reduce budgets.

Quality Score is used in several different ways, including...

• Influencing your keywords' actual cost-per-clicks (CPCs)
  
• Estimating the first page bids that are seen in your account
  
• Higher Quality Score translates into lower costs and better ad position

Quality Scores 1-10

• 1-4: The keyword isn't very relevant to users, and as a result may have a very high first page bid. This means that the keyword is not performing very well for your website, or even for your competitors sites.
  

• 5-7: This keyword is performing well, and there isn't a need to worry too much. On a grading scale, AdWords Specialists at Google, say "a 6 or 7 is equivalent to an A-." It may have a mid-range first page bid, and the keyword may not be very costly. Optimization can lower your overall costs, draw more clicks to your ads, and result in a better return on your investment (ROI). If you want to further optimize, try using more targeted ad text and keywords or improving your landing page content.

• 8-10: The keyword is extremely relevant and might have a high click through rate (CTR), relevant ad text, and a unique, relevant landing page. The first page bid for this keyword may be low. This keyword is relevant and effective for your ad campaign. AdWords Specialists at Google say that it is very rare to get a quality score this high from Google.

Quality Score Formula:

• The historical click-through rate (CTR) of the keyword and the matched ad on Google
• Landing page quality
• The relevance of the keyword to the ads in its ad group
• The relevance of the keyword and the matched ad to the search query
• Relevance of ad text (the title is most important)
• Historical account performance (CTR)

How Quality Score Impacts Your PPC Campaign:

• Cost-Per-Click - A keyword's Quality Score influences its CPC - that is, how much you're charged for a click on your ad when it's triggered by that keyword. The higher a keyword's Quality Score, the lower its CPC, and vice versa.

• First Page CPC Bid Estimates - On your Keyword Analysis page, you'll see a metric labeled 'Estimated bid to show on the first page.' This metric, also called the 'first page bid estimate,' approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The estimate is based on the Quality Score and current advertiser competition for that keyword.
  

• Ad placement will still be dependent on Quality Score, your cost-per-click (CPC) bid, your budget and account settings, and user and advertiser behavior.

• Eligibility to Show Up in Searches- Every time one of your keywords matches a search query, our system evaluates its combined Quality Score and cost-per-click (CPC) bid to see if it's eligible to enter the ad auction. Keywords with a higher Quality Score will be eligible to enter the auction more easily and at a lower cost.
  

• Ad Position - Ads are positioned on search pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.

Ask candidates about their quality scores and the methods they use to optimize them!

Contact Rachael Dror and get connected with qualified PPC Managers! 630-269-3725