Global Technology’s Approach to PPC Management

Every agency will approach PPC from a different angle. Here are the nine core beliefs our PPC program is based on:

#1. You Own the Account

Your PPC account is an asset. You paid for it to be built and optimized, and you should own it, regardless of who your PPC management agency is.

#2. Optimize for Conversions

You care about leads and/or sales, not clicks, or impressions,  or click-through-rate (CTR), or any other vanity metrics. We only optimize for the metrics your business understands and cares about.

#3. Report in Natural Language

We won’t confuse you with a bunch of PPC jargon. We provide straight-forward reports that your executive management team can easily understand and see the value in. We report on the metrics your business cares about, and spare you the technical gibberish. Unless you want to nerd out, then we’re happy to talk shop. We send clients a monthly report detailing the most recent month’s performance, and always follow up the report with a call to review it.

#4. No Silos

Global Technology’s PPC program was originally built to support the efforts of our overall digital marketing department, specifically content marketing, conversion rate optimization (CRO) and search engine optimization (SEO). Therefore our PPC strategy always aims to be integrated with the larger overall digital marketing strategy which creates new opportunities and efficiencies that would have been otherwise missed.

#5. No Long-Term Contracts

Our PPC contracts run month-to-month and require 30 days notice to cancel. We believe the best way to keep a client around is to do an amazing job, not lock them into a long-term contract.

#6. No Autopilot

We manually manage campaigns on a daily and/or weekly basis depending on the velocity of the spend. This ensures our PPC managers are always keeping a pulse on the account performance and making improvements quickly.

#7. Dedicated Account Manager

Each client has a dedicated point of contact, who provides weekly updates, responds to any questions in less than 24 hours, attends weekly or monthly calls, and is available for questions whenever needed. Our account managers will also continually post updates for clients on our project management software, Basecamp.

#8. Have The Best People

At the end of the day, PPC management is a service, and services are provided by people. While we use some technology to track and tweak campaigns, the people we have managing the accounts are the reason for performance improvements. From our account managers, to PPC specialists, to graphic designers and web developers, we invest heavily in recruiting and retaining the most-talented people around. Don’t believe us? Check out our employee perks.

#9. Set a New High Score

When Global Technology takes over any new PPC accounts, our goal is to set a new high score. While maintaining an account is great, that’s not what drives us. We’re passionate about showing how much we can improve when given the opportunity. It’s not uncommon for us to increase conversions by 50-90% (while driving down the costs) in the first several months.