Word to the easily offended people, this is not your typical KlientBoost blog post.
It’s an emotionally charged piece of writing that comes from the frustrating lack of knowledge when it comes to PPC.
See, when ad tech becomes a little too flooded, people start to create “PPC tools” to help people figure out if their PPC performance is good or bad.
And while the tool could be great and actually help people, more often than not, it’s created by people who have no f’ing clue about PPC or the different parts of what makes it successful.
But first, let me make my case more clear…
Exhibit A: Grade My Ads
I’m a sucker for good design, and I have to admit, this tool is dang pretty.
But when you give it access to your Facebook Ads account, it all goes downhill from there.
Without a mention on the website of what it actually grades around, a novice PPC’er is lead to a report card that looks like this:
You get a numeric score that is revolved around a metric that’s more pertinent for organic Facebook efforts: cost per engagement.
Now let’s dig a little deeper.
On Product Hunt, the creators mention that there are four metrics that are used to generate your Facebook Ads report card. They are:
- Cost per engagement
- Relevancy score
- Budget per ad
- Consistency of ads published
These are micro metrics. Micro metrics that don’t matter for crap in the big picture. I hate them so much that this point made it on stage with me with a custom made 8 bit finger, with movement.
Not only is this type of tool creation something that I call “predatory marketing” (you’re exploiting the unknowledgeable), but you’re also using it for lead gen and calling yourself Facebook ads marketing experts?
Now to my point:
- Giving people a grade that makes them feel great about metrics that don’t matter is just as good as giving crystals to cure cancer.
- The ultimate metric that matters is money being made. Everything else is secondary, and you’ll eventually have to sacrifice metrics in order to achieve ROI.
Exhibit B: Leadpages – Landing Page Grader
I have heaps of respect to Leadpages, but I have to put my foot down when I see something that’s clearly bullshit.
As you probably already know, we’re huge believers of PPC and CRO when it works together. That’s why this tool has made my PPC poo-poo list (you can’t have PPC without CRO in mind).
To give this tool a fair assessment, I immediately put in a landing page that is in fact, not a landing page, but still is live. URL being: testthisout.com – and I was quite impressed with my results:
Maybe it was because it was a WordPress login screen? Not sure…
So of course, I took it one step further. Trying to find a landing page URL that has no form at all. The extreme would be to give it a URL that doesn’t exist (which, bravo, the tool can’t read).
So the next best thing would be to give it a parked domain to grade. And matter of fact, it scored even better this time:
Now to my point:
- Landing page success sometimes has very little to do with the landing page itself. What matters a ton is the type of PPC traffic temperatures and the offer/CTA itself.
- This tool grades the landing page to see if it’s SEO worthy more than conversion worthy. Last time I checked, dedicated landing pages are made for conversion in mind first.
To give Leadpages credit, I do like the fact that they have sections dedicated around best practices and ideas to give to the user. I just wish those ideas were being graded on in the tool itself.
Exhibit C: Remnant Tools
Now that you have a clear view of how deceptive a PPC tool can be, let’s look at some unnamed ones that are pure lead gen focused.
The first one only has three parts that it “tracks”, which make no sense at all since it can’t really track them or instead, makes up a metric that’s pointless, like “negative keyword usage”.
Another fun example I’ve seen is “wasted spend” metric. Yet, a tool like this is not sophisticated enough to understand PPC attribution.
What if certain campaigns or ad groups assisted other campaigns or ad groups in the conversion process?
Now to my point:
- Search terms and keyword discrepancy ratio would be a better metric to track as that would show you your keyword relevancy issues.
- Pinpoint the valuable changes a person should make and give them that information. Don’t withhold it hoping that their fears = money for you.
Another point I’d like to make are PPC tools who compare you to competitors in your industry. They’ll give you average benchmarks, which are cool to know, but absolutely worthless.
And even if you knew exactly what your competitor is doing and what their metrics are, what would you do with that information?
Would you copy them as is and hope for the same performance? That wouldn’t work since there a outside factors not present in PPC metrics, like closing rates and lifetime values.
Would you tell yourself that you have to do better? But wouldn’t you always want to be doing better? To improve performance?
Anyways, you get my point.
My Optimistic Conclusion
A PPC tool is great to use, if in fact, it takes all the necessary parts of the equation to achieve success, in consideration. And if it doesn’t, it needs to mention that.
The thing most tools lack, and therefore make them difficult to use, is context. But even without that, a PPC tool could easily track conversions and help the user find some quick wins.
So for the tool owners and future creators out there, please bring actual value to the table.
If you do, your users’ success will influence your success.
P.S. I’m usually a very happy person