What is a PPC management company and is it  actually worth it to hire a PPC management company? My name is Justin. I’m the owner of Hop  to the Top and I’ve been in digital marketing for nearly 20 years. And on this channel, we give  you the real talk about all things related to digital marketing. So, what is a PPC management  company? It is pretty much what it sounds, a company that will manage your PPC. And you  may be asking yourself, well, what does that actually mean? Because there’s a big difference  between what it should be and what it actually is in reality for a lot of companies that you might  hire. So, you want to be able to look out for what are the characteristics of a good PPC management  company. So, a good PPC management company is going to proactively monitor, manage, optimize  your pay-per-click Google ads in other digital marketing campaigns. They do this because they  have the training, the tools and the experience to do this properly. They have processes in place  knowing which levers to pull and more importantly at what time to pull those levers. You see, a  lot of companies will try to manage their own PPC accounts without really having the knowledge of  what to do when, how to structure the campaigns, what settings to pick, and how to actually  optimize towards profitability. So, a good PPC management company has a process. I’ll give you an  example here at Hop to the Top. One of the pillars we call it, of PPC management is negative keyword  implementation. This is where we’re reviewing our clients accounts on a ongoing basis to see what  are the clicks that that account is actually getting. You see, a lot of people don’t realize  there’s a big difference between the clicks that the system allows through and the types of people  that you’re telling the system that you want through things like audiences that you’ve inputed  or keywords that you’ve inputed. You see, the modern ad platforms take your inputs, things like  keywords, as suggestions. They don’t take them verbatim. So, it’s the job of the PPC management  company among other things to monitor the actual traffic coming through to make sure it aligns very  closely with your target market. And then at the end of the day, looking at the data to see is that  click actually turning into a customer. You see, this is one of the things a lot of agencies  actually miss, especially for lead generation.

They don’t know how to really track back the  click, not only to whether or not somebody called or emailed, but to whether or not that click  actually turned into a paying customer. We call this offline conversion tracking. So the leading  to the next point, one of the important things PPC management company will do is make sure you have  the right analytics in place to track all of this and then they monitor that analytics. So again,  this is all about a proactive management process.
And if you’re a business owner or a marketer or  a marketing manager, even if you did have the training somehow to do this right, chances are you  don’t have the time to do it. You’re wearing 17 different hats. You can’t focus on one thing the  right way. You’re going to be spread too thin. So, these are the things that a PPC management company  does. Now, again, leading to the last question, is it worth it? Of course, it’s worth it. You don’t  want to be p pennywise and pound town foolish, but you need to hire the right PPC management  company or agency. You don’t want to be just hiring anybody just because maybe they’re a  big hot shot agency that has lots of awards, but you’d be surprised at how many of those larger  companies. For example, at Hop to the Top, we’ve taken over for a lot of these larger agencies that  were previously managing a client’s account. We audit the account and we find that there was  really no proactive management happening. So, you have to ask the right questions. And for other  insights on how to hire a PPC management company properly, make sure you subscribe and look at  the other videos on the channel. Thanks for watching the video, guys. Make sure you like  and subscribe and I will see you on the nex