Our Framework for Leveraging PPC Consulting Services

The immense complexity of today’s Pay-Per-Click (PPC) landscape provides boundless opportunities yet also poses immense challenges in keeping pace. PPC’s ever-evolving nature around new channels, ad formats, targeting methods, bidding rules, tracking capabilities, and advanced analytics demands hardcore specialization just to leverage its full marketing potential. This dynamic environment explains the soaring demand for PPC consulting services from digital marketing agencies and specialized consultants.

When seeking outside PPC expertise or ppc consulting services, implementing a structured framework gets the best results from the engagement. An effective partnership requires clearly defining needs, expectations, responsibilities, processes, reporting, optimization protocols and success metrics upfront between both parties. We’ve developed the following phased approach for how to best leverage PPC consulting services based on hard lessons over hundreds of clients.

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Discovery Phase

No two businesses and marketing situations perfectly mirror each other so resist any ppc consultant pitching a one-size fits all solution for ppc consulting services. The ideal process begins with your ppc consultant first deeply analyzing your existing PPC approach, current analytics and tracking capabilities, internal skill sets, overall digital presence and marketing technology stack. Background briefing calls further educate consultants on products, differentiators, buyers, growth goals and main competitors as well.

Equipped with proper context around your organization and market landscape, consultants can then conduct extensive audits of your present PPC accounts and historical performance. PPC consulting services providers inventory strengths versus gaps in coverage around core components like accounts structure, bidding strategies, ad testing processes, negative keyword protocols, attribution modeling, analytics dashboard reporting and audience targeting approaches. Audits also examine search term mining processes, campaign optimization cadence, workflow efficiency and platform expertise developing insights into operational areas needing realignment.

Strategy and Planning

Informed by audit findings and consultative discovery, consultants offering ppc consulting services structure a comprehensive PPC strategy and execution plan calibrated specifically to your business objectives, target customers, competitive pressures and budget realities. Precise strategic pillars get structured atop core focus areas:

• Realigning account architecture, naming conventions and permissions for optimal collaboration
• Building streamlined campaign types, ad groups and keyword list aligned to products, use cases and commercial + informational search intents
• Implementing technically advanced tracking, analytics and reporting to unlock granular performance insights
• Establishing iterative testing workflows across multiple ad formats and creatives
• Identifying ideal initial bidding rules, devices, placements, audiences and ad scheduling
• Creating processes for ongoing discovery of new high-value search queries and targeted keywords
• Setting protocols for leveraging negative keywords to minimize poor matching searchers
• Determining ideal budget allocation across branded, non-branded commercial and informational campaigns
• Selecting the best attribution model to value each touchpoint’s influence in conversion paths
• Building remarketing lists and lookalike audiences of engaged site visitors for message continuity
• Embedding lead and revenue goal tracking at conversion points for accurate ROI measurement

With strategic pillars rooted in analytical insights from the discovery phase, PPC consultants then detail a tactical roadmap of priorities, project plans and proposed testing initiatives for driving results. This comprehensive plan serves as the blueprint for launching your new performance-focused PPC program.

Implementation and Optimization

With strategy and planning complete, consultants providing ppc consulting services transition into tactically implementing and managing the structured PPC approach. All proposed changes get built out across your accounts from reconfiguring architecture, onboarding new tracking, creating aligned campaigns and ad groups, surfacing insights through new reports and revamping bidding rules. Consultants don’t just execute pre-planned initiatives but also continuously test and optimize elements to improve performance.

Areas constantly evaluated and evolved through relentless A/B testing include bid adjustments, ad scheduling, device targeting, placement combinations, frequency capping, creatives, messaging, audience segmentation, budget shifts and campaign types. Their technical PPC skills combine with analytical rigor to iterate toward ever better click-through, conversion and ROI results. nothing goes untouched for long without some test of a new angle, platform capability or audience approach.

Ongoing Management

For any agency providing ppc consulting services, the implementation and optimization phase melds into fully fledged program management rooted in process excellence and innovation. Consultants embed PPC best practices around campaign workflows, reporting cadences, change testing protocols and optimization rhythms. The goal becomes not just improving short-term results but cultivating sustainable internal skills for you to eventually manage an advanced PPC program internally.

Their expanding platform expertise also continuously identifies new opportunities to leverage that align to your goals. Repetitive tasks get automated as much possible through scripts, rules and integrations so attention focuses on higher value strategic efforts. Weekly calls review reports and initiative performance to keep strategies on track. Success gets measured through real business outcomes around revenue, pipeline visibility, customer retention and marketing’s overall commercial influence.

Knowledge Transfer

While many retain PPC consultants permanently to outsource management, we at Cliffex view our end goal as empowering your team through educational knowledge transfer. Following months to a year of tight partnership allows soaking up the nuts and bolts of how to operate PPC campaigns at an expert skill level. We document all aspects of technical configurations, strategic frameworks, reporting structures, analysis processes and optimization workflows.

This makes the hand off smooth when you eventually take full control leveraging elevated internal competencies for self-sufficient management. Ongoing quarterly consulting retains alignment while now leveraging your in-house PPC team nurtured through our extensive skills transfer. Beauty of our ppc consulting services is that the ultimate success sees our clients’ capabilities transformed through guides, videos, documentation, side-by-side collaboration and training.

Retainer Consulting

Now in the last phase of our ppc consulting services. Upon completing full knowledge transfer and handing off day-to-day management, we shift into a lighter touch quarterly consulting role. Quick check-ins every 90 days review new tracking and analytics capabilities along with high-level strategy shifts needed based on emerging ad platform innovations. We also examine new opportunities around emerging ad channels like YouTube, Connected TV and digital audio (podcasts and streaming).

Occasional deep dive consulting helps tackle new technical roadblocks, execute complex tracking integrations or compliment major strategy pivots. But you now drive optimization, testing and expansion relying on elevated internal expertise gained through our extensive partnership. We still play a guiding role but focus more on future scoping as trusted advisors rather than tacticians.

This structured four phase ppc consulting services approach at Cliffex allows systematically leveraging PPC consulting at the right junctures to skill up your team for sustainable success. Discovery uncovers gaps. Planning and Implementation executes solutions. Knowledge Transfer passes the baton to internal teams. Retainer Consulting sustains alignment and innovation. Prioritize building capabilities rather than ongoing dependency.

Want to grow your business through advanced PPC but don’t have the in-house expertise? That’s where working with the right PPC consulting partner like Cliffex offering the right ppc consulting services plays a pivotal role. We provide hard-won specialized skills, strategic vision and analytical rigor to transform your digital marketing performance. Implementing our proven ppc consulting services framework ensures that the client engagement leads to empowered self-sufficiency once exposing your team to their expertise.