PPC management in Denver means someone running your Google Ads account: choosing the searches, writing the ads, setting bids and budgets, drawing the target area and checking what comes back. To judge whether an agency is doing that well, it helps to know how Google’s auction actually works. This page explains it in Google’s own words.
Marketing Company Denver is an independent referral service, not a marketing agency. When you send the form, your details go to an independent marketing agency that prepares any proposal and does any work.
Ad Rank: who shows and where
Each time someone searches, Google decides which ads may show and in what order. It calls the measure Ad Rank, “a set of values that are used to determine whether your ads are eligible to show and if eligible, where on the page your ads are shown.” Ad Rank is “calculated based on several factors, including your competition, the context of the person’s search, and your ad quality at that moment.” Google runs “different auctions for each ad location.”
Two things follow. The highest bid does not automatically win. And your position can change from one search to the next, because the context changes: who is searching, where, on what device, and who else is bidding at that moment.
Quality Score: the three parts
| Part | What Google says it means | What an agency can do |
|---|---|---|
| Expected clickthrough rate | How likely your ad is to be clicked when shown | Write ads that match the search and stand out. |
| Ad relevance | “How closely your ad matches the intent behind a user’s search” | Group searches tightly and write ads for each group. |
| Landing page experience | “How relevant and useful your landing page is to people who click your ad” | Send each ad to a page about exactly that service. |
Each part is rated “Above average”, “Average” or “Below average”, compared with other advertisers whose ads showed for the exact same search over the last 90 days. A good PPC manager can show you these ratings in your account and explain what they are doing about the weak ones.
What a click costs
Google says actual cost per click “is the final amount you’re charged for a click. You’re often charged less, sometimes much less, than your maximum cost-per-click (max. CPC) bid.” So your maximum bid is a ceiling, not the price. This site does not publish click prices for Denver searches: they change with the auction, and a figure on a page would mislead you.
Budgets you control
In Google Ads “you choose a daily budget for each campaign,” and “you can change your average daily budget at any time.” If you think in months, Google suggests dividing your monthly budget by 30.4 to get the daily figure. A PPC agency should tell you what daily budget it suggests, why, and how it will change the budget as it learns which searches bring in customers.
Drawing the map
You can target countries, cities or a radius around a point. Google’s broad option, “Presence or Interest”, reaches people in your target area and people showing interest in it. For a business that serves Capitol Hill and the neighborhoods around it, a tight area may make more sense than the whole city; for one near the Denver Tech Center area, which lies partly outside the City and County of Denver, the target should follow where the customers are, not the city line.
Want your Google Ads account looked at? Send the form and an independent agency can include it in a proposal.
What good PPC management looks like
- Tight groups of searches, each with its own ads and its own landing page.
- Negative keywords: searches you never want to pay for, such as jobs or free advice, blocked.
- Tracking of calls and forms, so you can see which searches bring in customers.
- A target area you can see on a map and that matches where you work.
- Regular changes you are told about, with the reason for each.
- Your account, in your name, with the agency as a user.
Questions to ask a PPC agency in Denver
- Will the account be mine, with full access?
- Can you show me the Quality Score ratings and what you will do about them?
- How will you track calls and forms?
- What daily budget do you suggest, and why?
- Which searches will you exclude?
- How is your fee set, separately from what I spend on ads?
Signs an account needs attention
- You do not know which searches your ads are showing for.
- Every ad sends people to your homepage instead of a page about that service.
- Nobody can tell you how many calls or forms came from the ads last month.
- The target area covers places you do not serve.
- You cannot log in to the account yourself.
Any one of these is worth fixing before more budget goes in. A review of the account is a sensible place to start, because it shows where money is going now.
Google Ads is one part of paid advertising. For the wider mix, including Local Services Ads and social, see the advertising agency in Denver page, and for how a budget works day to day, the Google Ads budget basics article.
Questions people ask
What is PPC management?
Running a pay-per-click ad account, usually Google Ads: choosing searches, writing ads, setting bids and budgets, targeting an area, tracking results and adjusting the account over time.
Does the highest bid always get the top spot?
No. Ad Rank uses several factors, including your competition, the context of the search and your ad quality, and Google runs a separate auction for each ad location.
Will I pay my maximum bid for every click?
No. Google says the actual cost per click is often less, sometimes much less, than your maximum bid.
How do I set a Google Ads budget?
You choose a daily budget for each campaign and can change it at any time. Divide a monthly figure by 30.4 to get the daily one, as Google suggests.
Is Marketing Company Denver a PPC agency?
No. Marketing Company Denver is an independent referral service, not a marketing agency. When you send the form, your details go to an independent marketing agency that prepares any proposal and does any work.
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