Don't Even Consider Working with a PPC Management Company Who Does Not Stress Results Tracking
The excerpt below is taken from the free white paper "12 Questions You Should Ask a PPC Management Company Before You Hire Them!".
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Question #12 – How will you track my results?
Effective results tracking is essential for Pay Per Click success. Don’t even consider working with any company who is not totally on top of how to track results so that they are meaningful for your business. Many Adwords companies simply do not go deep enough in this area and settle for a more superficial level of reporting (like clicks or cost per click or something along those lines).
At a bare minimum you need to have your Adwords account (or any other PPC account) set up so that you are tracking (ideally using the PPC account’s conversion tracking codes) the most meaningful statistics for your business. If you are in Ecommerce sales, you need to have your conversion tracking set up to track product sales so that each and every time a sale occurs you will be able to see which keywords within your account created that sale and over time understand exactly which parts of your PPC account are the most productive.
This basic level of tracking is really just the beginning and is the very minimum of what you need to compete at any level with Adwords. If you really want to get superior results, you need to go deeper than this. For example, if you are in Ecommerce product sales it is essential that you understand not only where sales are being generated but also how much revenue is being generated per sale. You have to know exactly where all your dollars are going and how they are coming back to you. Without this complete picture, you will unnecessarily waste money and not be able to take full advantage of the opportunities where your account is succeeding.
The PPC company or consultant that you choose should be able to proactively point the way to a holistic analytics solution that will give you all the business intelligence you need to understand how your PPC account is functioning and how its functioning relates to your bottom line. That is the most important part – YOUR BOTTOM LINE. Without bottom line tracking and analysis, you will always be guessing as to the ultimate effectiveness of your PPC advertising. While you are guessing (or possibly making decisions based on bad or partial information), you can bet that some of your competition is getting it right and will shortly be leaving you behind. Don’t get left behind – hire someone who can help you understand the complete picture in real dollar terms so that you can put your competition in your rear view mirror.
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