One of the unique features of my business model is the ability to craft a relationship that is tailored to your unique needs. That means if it is your desire to take ownership for the on-going management of your AdWords account, we can do that. My goal is to keep you as an active client as long as you feel you are getting good value for the service I provide.
The best long-term relationship for you has a lot to do with your understanding of Google AdWords. If you are an experienced user, chances are you will be able to grasp the advanced tactics I will be using. On the other hand, if you don’t have the time or the inclination to learn the finer points of AdWords and keep up with all the changes, I will teach you what you should and shouldn’t do to get the best AdWords performance, given the amount of time and effort you are willing to invest.
One of the most significant aspects of an optimized AdWords campaign will be keywords and keyword matching options. However, choosing the right keywords and matching options means you have a very good understanding of how Google’s algorithms work. And that is no small task because algorithms are Google’s secret sauce and they will only tell you so much. The rest you have to figure out on your own. Perhaps the most important skill I have acquired over the years is knowing how to implement keywords and matching options. If I design, develop, implement and fine-tune a campaign for you and you don’t have a very good understanding of the advanced tactics I use, you run the risk of undoing what you have paid me to do, if you modify a campaign once I’m done with it!
One fact about PPC that doesn’t get enough attention is that when designed properly, a PPC campaign requires relatively little on-going management, unlike SEO, that requires considerable on-going attention to remain effective. Case in point, I review and tweak my own AdWords account once ever 3-6 months, and it usually requires less than an hour of my time. I have many clients who I haven’t spoken with in well over a year, that still keep me on retainer because they know I’m only a phone call or an email away. All of this assumes that there are no structural changes to your business, such as a new product or service or location targeting.
Google does introduce some pretty significant enhancements to their system and makes policy changes from time to time. Therefore, it may be appropriate for us to make a major overhaul to your account in order to take advantage of these changes. One such example was the introduction of the broad-match modifier. This was so significant that I updated all my personal campaigns to take advantage of this feature.
What is the right long-term plan for you? Well, let’s discuss it.