If PPC is on your media plan, you might not be doing it right

Written by Run2.
· 4 minute read

PPC is not a deal, you don’t buy it upfront and start reporting later. So, just like trying to shove that last pair of shoes into your holiday suitcase, why is it that Biddable media and traditional media get bundled in together?

AdWords is essentially a live auction, as a business you bid on billions, if not trillions of potential data points. Yet media plans may only have one slide, or even just one sentence representing biddable media… madness!

Lets not forget people ask Google questions, as if it’s a person, family dog, or an imaginary friend. “How to manage a PPC campaign”, “Why can’t I manage a PPC campaign?” “Why is it so hard managing a ppc campaign?” “Help my cat looks like Hitler” the possibilities are endless. So staying ahead of all this, and more importantly understanding it, takes skill.


So rather than lumping PPC under a “holding company model”, this needs to change, and quickly. PPC deserves respect, and shouldn’t just be bundled together with traditional advertising channels. Instead all channels should work together in a unified Digital Marketing Strategy

Okay, I may have just slapped that digestive out of your mouth, and it’s now plummeting imminently towards a cooling brew. But it’s fine, chill, not everything you’re doing is wrong, honest! Just remember, PPC only ever works successfully if both the business and the individual working on it correspond effectively together. Essentially, you are the master of your business and the specialist is the master of Adwords.


PPC is not something you buy as a package deal, and it’s not always set in stone what’s going to happen. If PPC spend is fixed before performance is measured you’re unlikely to get the exact desired results. With nearly everyone using Google Search to discover any information they desire. Adwords utilises this in a real time reactive environment, allowing you to target a vast amount of keywords and audience types, for a price.

Adwords is measurable, so are its budgets, performance and success. This may all be discovered during the running of a campaign and not always necessarily before. As an Adwords professional myself, convincing a business they need to test different budgets and be responsive to the data and performance we see often takes some convincing. It is possible you need more money than first expected, it could even need less. Setting too tight of a limit on this before you have even started could shackle any chance of success, and write-off a channel that hasn’t even had a chance to properly work.


Unlike other advertising channels, Adwords provides no opportunities for any refunds or cash back. Or any other understanding or non transparent practice that can be common place in other media buying. The only way to make profit on it, is to thoroughly understand its intricacies. Which is hard if it’s not what you specialise in. I don’t wish to open the bag of worms which is the “transparency debate” but essentially it comes down to the business model. Ultimately, if you’re looking for quality you have to pay for it.


In short, yes.

No really it is, okay, okay.. perhaps people underestimate the complexity of a successful PPC account/campaign. Jamming all keywords into one adgroup under one campaign, throw a budget on it and watching it all implode?

Adwords is like the Death Star, its massive. It’s one of the main reasons Google is the internet God. Although it doesn’t caveat any of its work with a super death ray or the impending threat of doom, it just monetises the internet instead. Search engines like Bing and Yahoo are still well and truly in Googles shadow. Every month the AdWords platform changes, from new bidding options, updates and algorithms, to new ways of reporting.  On top of this There are constant changes in customer behaviour and search patterns.

To be able to react to these changes quickly enough in itself requires considerable adaptability. Lets not forget Yellow Pages, a company that could of potentially been what Google is now, if it had moved quick enough. Sadly they announced last year they won’t continue to print it!

With PPC processing the enormous supply of data any campaign creates, optimising landing pages and account relevance, analysing trends and looking to automate where possible. These are all challenges that require professionals and experts.


That’s where agencies come in, so you can finally cut PPC out of the media plan. Like a comparison site puts you in the driving seat when looking to get a sick deal on your Renault Pizaz insurance for another cycle around the sun, a digital marketing agency (once you find the right one) can supply you with the competitive edge.

You can choose the one that suits you and your business. You can dip into the expertise in order to drive real success working with individuals that earn a living out of knowing digital marketing inside out.

This is especially important with PPC, although PPC should fit nicely into a digital marketing strategy. It should have been cut out of the media plan of advertisers a long time ago, it never belonged there, and you know it.