PPC Management Questions FAQ

PPC Management Questions & FAQ

New Client Questions

What if my monthly ad budget changes?
Your monthly management fee is based on the level of management your account will need and your monthly ad budget. If your budget increases over £1000 per month, we may need to increase your fee but we will always discuss this with you in advance!
What if I need to stop my ads?
Just let us know if you need to pause your ads for any reason. If you want to totally stop running your ads of course we will discuss this with you and you are free to end your contract with us after your management period ends.
How will I know if it's working?
We set up advanced conversion tracking on your site or landing page which will accurately show what valuable actions your ads have produced for you.
Do I have access to my AdWords account?
Always. We provide you with log in details for your account from day one, and if you do choose to leave us you can keep your account.
Is monthly reporting included?
On a basic management package detailed reports are included every 3 months. If you would like a monthly report the cost is +£35. Keep in mind you can always call or email us to find out how your campaigns are doing or just log in to your account and see for yourself!
Do I have to sign an agreement?
Yes. We use a online signing service called DocuSign which will allow you to easily review and sign your client agreement via any device. Your client agreement outlines what you can expect from us, but also what we need from you in order to do a great job.
How do I pay you?
We use a direct debit system called GoCardless. You only need to set this up once and we use this system for both one off payments and recurring monthly fees. You can read more about GoCardless here.
How does having a limited budget affect my campaigns?

Having a limited budget means that you are not allowing enough daily spend for your ads to show for all of your keywords. When a campaign has a limited budget, your ads will only show occasionally meaning you will be missing out on potential impressions,  clicks and conversions.

If this happens, you can:

  • Reduce the amount of keywords you are targeting
  • Make sure budget is not being wasted on low quality keywords
  • Make sure your negative keyword list is helping to filter low quality clicks
  • Try changing your campaign targeting settings to make them more conservative
  • Increase your budget so your ads can show more often
How much should I spend on Adwords?

The amount you should set as your monthly/daily budget for Adwords depends on your business, your marketing budget and the average CPC’s in your market. For example, some market sectors enjoy cheaper CPC’s than others.

Keywords relating to “cheap clothing” might have an average CPC of £1.50,  where as keywords relating to “plumbing services” may have an average CPC of £6. It is dependent on your target location, your industry and the amount of competition.

Technical Set Up Questions

What is Google Tag Manager? And why do I need it on my site?

Google Tag Manager is a user-friendly solution to managing tracking tags, or the snippets of JavaScript that send information to third-parties, on your website or mobile app. Adding other products to your site, including but not limited to AdWords Conversion Tracking and Remarketing, DoubleClick Floodlight, and of course, Google Analytics, is a breeze.

In more detail, GTM makes your life easier by simplifying the process of adding these JavaScript snippets to your website. Instead of updating code on your website, you use the interface to decide what needs to fire and on what page or what action. GTM then adds the appropriate tracking to your site to make sure it all works.

Google Tag Manager consists of these three main parts:

  1. Tag: A snippet of code (usually JavaScript) added to a page.
  2. Triggers: Defines when and where tags are executed.
  3. Variables: Used to receive or store information to be used by tags and triggers.

Read More at LunaMetrics

What is Google Analytics? And why do I need it on my site?

Google Analytics is a free web analytics tool that generates detailed statistics about activity on a website. Google Analytics is an invaluable tool for understanding how well your site performs, and for analysing marketing performance across a whole range of channels including PPC, SEO, Social and more.

Google Analytics uses first party cookies on each visitor’s computer that store anonymous information. This is what aggregates visitor data into your account. Learn more about cookies from Google itself here.

Read more on Google Analytics here.


Performance Questions

What does CPC mean?

CPC stands for Cost Per Click. CPC tells us on average how much you are paying for a click on your ad. CPC amounts differ greatly depending on the keyword, location, level of competition and many other factors like time of day, device type and so on.


What does CTR mean?

CTR stands for Click Through Rate. CTR tells us how engaging your ads are to people searching for your keywords. A high CTR indicates that your ad text or offer is enticing and working well to bring people to your site or landing page. A low CTR will point towards issues with your ad language, offer or perhaps your ad position.

What are impressions?

Impressions are views of your ad. An impression means that your ad was seen by someone searching or browsing online.

What are conversions?

Conversions are valuable actions that are tracked on your website to help determine to success of your campaigns. Conversions are usually online sales, emails, form submits, phone calls, sign ups, or file downloads. With the use of tools like Google Analytics and Google Tag Manager we are able to track just about any event on your website that you determine as valuable, so get in touch with us if you need something different. Button clicks, video views and even scroll depth can be tracked.

Why is my campaign not converting?

There are lots of reasons your campaign might not be converting. If you are new to Adwords or PPC, then you should allow 2 – 4 weeks before analysing and optimising on your conversion data. After collecting a large enough data sample, check these issues:

  • It’s common to have issues with conversion tracking set up. Get your account manager and website development team to work together to check and fix any technical tracking issues, especially on ecommerce websites. Google Tag Manager is a great tool that can be used to install and test tracking code.
  • Make sure your campaigns are being optimised correctly. Are you targeting the right keywords? Do your ads sell your products and services well? Are you using the right landing pages?
  • If your budget is too low, your ads may not been showing often enough.
  • Your landing pages might not be giving the visitor what they expect. Make sure your landing pages are designed in a way that meets the needs of your customers, and has strong call to action along with fast, user friendly design.



Marketing Materials

Google Ad Services Booklet

Download Google Ad Services Booklet

This booklet contains information on Google’s available advertising services, so you can find out which options may be best for your business, or for your prospective clients. It includes details of different ad types and targeting methods suitable for all kinds of businesses and goals.

Learning Materials

Coming Soon

This area will contain learning materials for those who have registered for Adwords courses.