“What metrics are vital when proving ROI of your PPC campaigns?”
When my clients and I discuss how we can achieve their ROI goals, the primary metrics we focus on are spend, cost/conversion and conversions. Basically, the metrics which have the potential to affect their bottom line the most.
“The key takeaway for the rise of local based searches is that granularity is key to a successful paid search account.”
Why paid search? The most important positive here is your appearance at the top of the SERPs. With organic results decreasing rapidly further down the screen, it’s vital that you appear within the top five results in order to stand a chance of click-through.
If you have enough investment, PPC is the fastest way to get to the top. If you know your way around the platform, you can set up a PPC campaign in less than an hour, and appear immediately in the sponsored results.
A PPC Specialist usually handles a number of accounts at any given time. Being able to prioritise and organise the workload is vital for this role.
Our interview today is with such a Paid Search Specialist – Meet Kevin Gadek.
Kevin is a builder of things – he conceptualizes ideas and brings them to life. Specialized in Paid Search, Kevin is an excellent marketing professional.
Sharing his tips on Paid Search, it’s truly an honor to host Kevin Gadek in our Agency expert interview series :
1. How did you get into Account Management in the first place, and how did you get to where you are now?
I worked on the client side for six years as the digital marketing manager for an international airline. I quickly realized that the people I worked with on the agency side, were very smart and well-rounded in their approach to digital marketing. Wanting to dive deeper into digital marketing, I took a job with a digital agency and have enjoyed learning and using my growing skillset to benefit my clients.
2. What do you believe to be the most important task you do on a daily basis as a PPC Specialist? Why?
Reviewing the previous day’s results, every day. Too often, account managers let their programs go on autopilot. Reviewing results each day ensure my client’s programs are on track to meet or exceed the objectives we set. I also make it a point to communicate with my clients frequently throughout the week so they know we have their best interests in mind.
3. What metrics are vital when proving ROI of your PPC campaigns?
When my clients and I discuss how we can achieve their ROI goals, the primary metrics we focus on are spend, cost/conversion and conversions. Basically, the metrics which have the potential to affect their bottom line the most. Beyond that, we can compare sales data and order ids to determine attribution towards a specific paid search campaign.
4. What process do you have in place for budgeting?
Currently, I use proprietary tools in addition to Kenshoo portfolio management to manage both small and large monthly budgets.
5. Are metric projections (i.e.: budget, revenue, traffic, etc) necessary when running PPC accounts? Why or why not?
Yes, no doubt about it. These are important as they help to set expectations and allow you and your client to make educated decisions about the objectives you will set.
6. Talk about a failure or mistake that helped shape your work for the better?
My experience with a particular service industry client helped to shape how we measure and report on accurate ROI. What turned out to be a failure after the first month, really turned into a new way in which we could better optimize their program to achieve what their previous agency could not. A consistent 8:1 ROI. The relationship with this client is now one of the best I have.
7. What tools do you use to track and analyze ppc performance? Separately, what client facing reporting tools do you use?
Currently, we use proprietary reporting. It’s works, but we’re looking for an automated solution which would help us tell a story when we present results instead of just showing a few visuals, explaining program highlights, what we’ve worked on and what we’re working on the next month to improve.
8. Over the last 5 years, what do you believe has been the major evolution in paid search? Why?
One of the major evolutions throughout the industry is the continued emphasis on having a mobile first mindset. Using a robust reporting tool would certainly help us identify what type of device a user is coming from, and whether or not they are “converting” while using that device. Having this kind of information helps someone like myself to recommend why and how we should be tailoring our programs to achieve the most success for our clients.
9. What do you believe has been your greatest career accomplishment? Why?
My greatest career accomplishments often occur when both my clients and I have built a relationship based on trust and consistent, positive results. Once this is achieved, we are able to take the necessary steps to turn around a distressed program or build out a program which will yield positive results over an extended period of time.
Today we got to know some tips on creating a successful PPC Campaign from Kevin – a Marketer specialized in PPC. Going forward there are many more specialists that we want to chat with. We will resume our discussion with another expert next week.
Until then, Happy Marketing!!
