The life of a PPC Campaign Manager

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August 4th, 2008 by Click Consult

I have decided to expand on the now notorious Wonder Years-esque PPC blog “My Crazy PPC World” and, once again, “try to give you an insight into the world of a pay per click manager and the trials and tribulations that we go through on a daily basis.”

A PPC Account Manager lives and dies by his conversions. If I worked for an offline advertising agency and I was given a huge budget to plan a television commercial campaign, it would all be about exposure and showing my 30 second spot in front of as many people as possible. It would be very difficult to measure the precise returns from my TV ads and I could circumvent being directly accountable for the ROI that my campaign generated. With an ongoing PPC campaign, however, there is nowhere to hide. Every click can be tracked to see if it leads to a sale or an enquiry. Your clients can look at the campaign summary every day to check if CTR is high enough, average cost per click is low enough and whether or not the conversion stats are satisfactory.

Another big part of the job is dealing with clients. PPC clients come in all shapes and sizes – here at Click Consult we have clients who spend £4.30 a day and clients who spend over a million pounds a month. The grumbles and sound bites we hear time and time again are: 1) “I can’t see my ads!” (because the client isn’t using the ad preview tool, 2) “No, I won’t increase my budget!” (I have a bed & breakfast client who wouldn’t increase their daily budget by £1 a day!) and 3) “I’ll spend whatever you want on my PPC campaign if it is successful (when success in the first place is dependant on a healthy budget to capture a reasonable amount of traffic and to keep your ads appearing consistently). More often than not, being thick skinned and remaining calm when a client is irate is a big part of the job.

They always say to end with a quote, because someone has already said it better than you. So here it is: “I have been an account manager at Click Consult since April 2007, working within the area since its inception in 2003. Everyday I have learnt something new in the industry and believe this will be the case for many years to come. The possibilities are there for all to see, not only in the new format of advertising being offered across the 3 main engines but also in the untapped market of companies who are unaware or even undecided about the benefits of pay per click,” (Mike Hazlehurst & Kevin Arnold, 2008).

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