PPC Management: 5 Things Your Competitors Can Teach You

PPC5 T H I N G S Y O U R

C O M P E T I T O R S C A N T E A C HY O U

Management

I was just meeting with a client and they werefurious when they typed in “mechanics in Florida”and other similar phrases, because all of their maincompetitors were showing up.

They were not ranking organically, let alone withany of their PPC ads. He then preceded to ask metwo questions:

1. Do you offer PPC Management?2. What are my competitors doing that I'mnot?

Quick Story...

I replied with a quick yesto his first question...

Then I said, "there are actually5 things they are

doing that you aren't..."

1. They Are Consistent

2. They Use Remarketing3. They Run Shopping Campaigns4. They Use Mobile Advertising5. They Outsource Big Campaigns

Let me be transparent for a second. I chose touse the phrase ‘PPC Management’ in the title

because that is exactly the problem mostbusiness owners run into…management.

They don’t manage their PPC accounts oncethey are running, and I think I’d be safe toassume that your PPC management isn’twhere you’d like it to be (or it is completelynon-existent.)

If you don’t have time for PPCmanagement on a weekly basis, then

you shouldn’t even be considering it asa strategy for your business. PPC

management takes time, effort andconsistency.

YOUR ACCOUNT NEEDS WEEKLYENHANCEMENTS OF ITS:

BID ADJUSTMENTSAD COPYTARGETINGKEYWORDS NEGATIVE KEYWORDSLANDING PAGES, ETC.

2. They Use Remarketing3. They Run Shopping Campaigns4. They Use Mobile Advertising5. They Outsource Big Campaigns

1. They Are Consistent

Whether it is tracking visitors to a certainproduct page, visitors that hit a certain step inthe checkout process, or even tracking visitors

who DIDN’T visit a certain page on your site,remarketing needs to be a priority in regards

to PPC management.

You can either set upremarketing lists

directly in Adwords, orin Google Analytics.

QUICK TIP:M a k e s u r e y o u a d d f r e q u e n c y c a p s t o y o u r

r e m a r k e t i n g s o y o u d o n ' t s c a r e a w a y o r a n g e rp o t e n t i a l c u s t o m e r s w i t h a d o v e r l o a d .

A d d i n g f r e q u e n c y c a p s t o y o u r r e m a r k e t i n gc a m p a i g n s a l l o w s y o u t o l i m i t t h e a m o u n t o fd a i l y , w e e k l y , o r m o n t h l y i m p r e s s i o n s y o u ra d s g e t w i t h e a c h i n d i v i d u a l u s e r - s a v i n g

y o u m o n e y ! ! !

3. They Run Shopping Campaigns

4. They Use Mobile Advertising5. They Outsource Big Campaigns

1. They Are Consistent2. They Use Remarketing

G o o g l e S h o p p i n g a d s a r e p e r f e c tf o r c o m p a n i e s t h a t h a v e t o n s o f

p r o d u c t s a n d e s p e c i a l l y t h o s ew i t h v i s u a l l y p l e a s i n g p r o d u c t

p h o t o g r a p h y .

Yes, you guessed it...

Google Shopping ads are strictly forproduct based bidding.

Your competitors, especially thosewith a large number fo SKUs, aredominating this space. So, if you are asmaller company, your goal is to bidhigh enough to tap into the qualitytraffic that these larger companiesare getting at a lower CPC.

CONTACT DPA FOR HELP WITH SHOPPING CAMPAIGNS>>

4. They Use Mobile Advertising5. They Outsource Big Campaigns

1. They Are Consistent2. They Use Remarketing3. They Run Shopping Campaigns

" C a l l s f r o m m o b i l ed e v i c e s a r e w o r t h 3 xm o r e t h a n c l i c k s t o a

w e b s i t e . "Wo r d s t r e am . c om

WHAT TYPE OF MOBILE ADS CAN YOU RUN?

For devices with full browsers, you can run:Text adsImage adsApp promotion adsHTML 5 Ads

For ads within apps, you can run:Text adsImage adsApp promotion adsImage app promotion adsVideo app promotion ads

Mobile web use has almost reached 50% thisyear and will continue to expand, especiallyduring the high shopping seasons like theholidays!

5. They Outsource Big Campaigns

1. They Are Consistent2. They Use Remarketing3. They Run Shopping Campaigns4. They Use Mobile Advertising

Y O U R C O M P E T I T O R S T H A T A R EC R U S H I N G I T W I T H T H E I R P P C

M A N A G E M E N T A R E M O S T L I K E L YD O I N G W E L L B E C A U S E T H E Y H A V E A

C E R T I F I E D P R O F E S S I O N A L O RA G E N C Y T H A T M A N A G E S T H E I R

A C C O U N T F O R T H E M .

Q u i t e s i m p l y p u t , c e r t i f i e dp r o f e s s i o n a l s l i v e a n d b r e a t h e

a d v e r t i s i n g . I t o n l y m a k e s s e n s et h a t t h e i r m e t h o d o l o g i e s ,

a p p r o a c h e s a n d b e s t p r a c t i c e sw o u l d b e o f m o r e v a l u e t h a ny o u r s a s t h e b u s i n e s s o w n e r .

Your job is to be apassionate entrepreneur

and expert in yourindustry by providingthe best products and

services.

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