Pay-Per-Click Ads Management
Want us to review your PPC campaign and your competitors’ strategy?
Pay Per Click (PPC) advertising is the fastest way to increase your website’s visibility in search and can be a very scalable source of new business. But not all PPC campaigns are created equally. The difference between an unprofitable campaign and a professionally-run, tightly managed and profitable PPC campaign can be vast.
Our professional PPC Management Services are designed to maximise your return on investment through a process of constant testing and refinement.
Why Choose Exposure Ninja to be Your PPC Management Company?
There are hundreds of PPC management companies and AdWords agencies out there, so why choose Exposure Ninja? Well…
1. Your profit is our goal
We measure the success of our PPC campaigns on your actual ROI. Not your ROI on ad spend (conveniently forgetting about management fees), but your ROI on total spend — including our management fee. We could inflate the figures like other PPC agencies, or pretend that your products are 100% profitable (“you paid £1,000 but made £1,200 in sales! That’s £200 profit!”), but we all know that’s a bullshit approach that won’t serve you long-term.
2. Flat management fees
We charge a flat management fee for our PPC management, unlike agencies who charge a percentage of ad spend. Why? Because if we charge a percentage of ad spend, our goal would be to maximise your ad spend rather than your profit, even if it doesn’t make sense to increase your ad spend!
With a fixed management fee, our goals are aligned with yours, so you can relax knowing that we’re making suggestions to make you more money, not us.
3. Actual human PPC Management
Did you know that many agencies selling PPC management (particularly those at the cheaper end of the scale) simply put your campaigns in a PPC management tool and “let the tool do the work”?
The sellers of these tools pitch them as a way to “enable each of your staff to manage hundreds of campaigns with no effort.” Free money, no effort! Everyone’s a winner!
This would be great, except the tools suck (we’ve tried them). This unfortunately means that you, the client, are only paying for someone to connect your AdWords account to the tool, set up some quick rules and let the thing pump out an automated report each month.
Our PPC campaigns are managed by actual human Ninjas — and friendly ones at that. Of course, we use tools to research, report and monitor, but the work is done by Google-certified PPC professionals. And speaking of Google certification…
4. Certified Google Partner agency… but, truthfully, that doesn’t mean much
We’re officially Google and Bing certified. But here’s the truth that you won’t read anywhere else…
You’ll see all kinds of PPC Agencies using their Google Partner status to claim all sorts of things. From the misleading (they have a “close relationship” with Google. Read: we went to Google’s HQ once and Google’s sales reps pitched us on selling more AdWords to our clients), to the fanciful (Partner status means they are “working with Google”). Rubbish!
The reality is that Partner status comes from taking some exams (which are pretty easy to pass if you work in AdWords) and spending a certain amount of your clients’ money on Google AdWords each month.
What Google certification doesn’t reflect is:
- How good the PPC company is
- What their service is like
- How much money you’ll make from their PPC management
- Who will be working on your campaign
- How much time they’ll spend on it
- If they actually care
- And so on. Basically, anything to do with what actually happens once you sign up
So yes, we’re Google Partners. Yes, we’ve written best-selling books on how to excel with Google. And yes, everyone who works on your campaign at Exposure Ninja will be certified. But that shouldn’t be your decision criteria.
5. Transparent reporting
When Exposure Ninja manages your Pay Per Click, you are kept informed with what’s happening. Our reporting is some of the most transparent in the business, as we explain what we’ve done, why we’ve done it and what we plan to do next.
We’ll show you the ads, keywords and landing pages that are performing best (and worst) and we are on hand to answer any questions that you might have about any element of your campaign.
6. Personal service
You’ll have access to the PPC Ninja who is managing your campaign, as well as your Project Manager (if we’re working with you across multiple channels). They’re available on email or phone with a pre-booked appointment.
Want us to review your business’s potential with PPC?
How Our PPC Service Works
Although every campaign is different, here’s an indication of how we’ll typically approach a new PPC campaign.
We’ll start with keyword and market research, looking at the phrases your competitors are targeting and running our own analysis of your website. We’ll research your market and dig through any previous campaigns you have run.
Next, we’ll begin mapping out the target pages and services that we want the PPC to focus on. We’ll collect information such as your unique selling points and stand-out statements that we can use in the ads to catch your target customer’s eye.
When it’s time to set up the ads, we use an optimised campaign structure to maximise ad quality score (reducing your costs) and clearly segregating data. To begin with, the campaign will be targeting our “best estimate” audience. As we start seeing the data come in about who is clicking and converting (turning into leads or sales), we then begin refining the campaign by boosting the profitable areas and minimising the unprofitable ones.
Because we track and measure against conversions (i.e. leads or sales), we always know your Cost Per Acquisition (in other words, how much it costs to generate each lead or sale) and work to reduce this over time by testing ad copy, headlines, refining keyword targeting and adding negatives, testing extensions, monitoring landing page performance and making recommendations about how to improve conversion rate.
Additionally, our Facebook Ads Ninjas can also complement our PPC campaign management service to ensure that Paid Social advertising and remarketing interact with your target audience.
Which PPC Channels Do We Use?
Due to Google’s market share, we tend to focus on Google’s PPC products (AdWords, Shopping, Remarketing), although we do also work with Bing (Bing ads, Bing Shopping), where CPCs can be considerably lower.
Google AdWords
The gold standard of PPC, AdWords has seen its fair share of changes over the years. Competition is fierce, so we keep our PPC team at the top of their game by scheduling in weekly training and bringing in outside experts to share their knowledge and review campaigns.
Google Shopping
For eCommerce, Google Shopping can be a powerful traffic channel. Get your products featured with images, product information and pricing — right at the moment a searcher is looking for them. We handle the whole process; from uploading your product feed to the campaign management and profit optimisation.
Remarketing
A returning visitor is 43% more likely to convert on your website than a new one. Our Remarketing service brings unsold visitors back to your site by following them around the Internet, showing them ads until they’re ready to come back and buy. We handle everything from banner design to placement management.
Bing Ads
Similar to Google AdWords but lower in cost, Bing Ads actually allows a greater level of flexibility with ad management, meaning that successful AdWords campaigns can be replicated and even improved further by using Bing.
Dynamic Remarketing
Dynamic Remarketing allows eCommerce stores to get their products in front of those who have seen them, but not completed checkout, as they browse their favourite websites. Ever noticed those trainers you almost bought showing up while you watch YouTube videos? Yep, so do other people — and those ads work.
Again, we handle the whole process from campaign setup to reporting.
