A brief overview of Pay-Per-Click (PPC) advertising is probably necessary before any discussion on PPC Management. Pay-Per-Click advertising is a form of online marketing (involving the creation and placement of keyword optimized ads on search engine results pages or affiliate websites) that drives targeted traffic (leads) to an online marketing website; payment being made by the advertiser to the search engine provider (or the website owner) only when a visitor clicks on the ad.
PPC advertising is potentially a highly lucrative method of online marketing if you understand the process properly and also do not mind applying considerable time and effort (hard work, long hours and dedication) for each sale (conversion of leads) and ultimate success. In short, your PPC campaigns have not only to be designed and created properly, they have to be constantly monitored and managed; otherwise they may easily become ‘out of sync’ as it were with changing market needs and turn uneconomical. This is particularly true of the bid prices for keywords (PPC search engine service providers mostly need keyword bidding) which need to be managed through a proper bidding strategy and budget to avoid bid wars.
PPC Management includes, among other things, fixing clear advertising goals; carrying out keyword research and analysis to select the most relevant keywords/phrases; properly organizing the PPC account (e.g. by products lines, by brands etc) to be able to identify and fix problem areas; continuously testing and taking advantage of keyword matching options (i.e. broad match, phrase match, exact match and/or negative match) to improve keyword and Ad relevancy; implementing and controlling geographic targeting (where applicable); continuously split-testing or A-B testing (running two Ads versions for sometime to determine which is better in terms of higher clicks) Ad headlines and copy to improve the Ads and make them direct, simple and appealing; periodically reviewing the website design to ensure that visitors who click on an Ad can reach the right landing page and the right location on the page without any difficulty (this improves the chances of conversion).
A very important element of ‘PPC Management’ is the tracking of the PPC account performance and taking corrective steps to modify the campaign (or its elements) as needed, to ensure that it is performing satisfactorily. Accounts statistics for this purpose may be obtained from the web analytics (a feature provided by most major PPC search engine service providers) or by using commercially available analytics tools.
As stated at the outset, ‘PPC Management’ is a painstaking and time-consuming (though vastly rewarding) exercise needing patience, hard work and dedication (and considerable knowledge and experience). Advertisers unable to give the time and effort necessary to efficiently manage their PPC programmes can take the help of companies offering professional PPC Management services. If properly selected, such companies can provide the entire gamut of PPC management activities to enable advertisers to meet their PPC advertising objectives. If budget happens to be a constraint, advertisers also have the option to hire trained and experienced freelance professional PPC specialists for the purpose.