PPC campaign management is important if you wish to get your money’s worth from Google AdWords and other PPC advertising. Because PPC advertising has a direct relationship to internet site traffic and your ability to get and convert leads, it is a essential expense item in your marketing budget.
PPC campaigns based on keywords and keyword phrases must be attentively managed on a daily basis. Starting a campaign involves introduction of a strategy, setting a financial budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, market and keyword research and selection, geographic targeting, coding, and creating analytics.
After a campaign is set in the tasks in PPC campaign management are critical. They include: daily monitoring of click-through activity and management of goals and goal achievement, scoring leads made by the PPC campaign and managing the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, ongoing efforts to improve ad copy, ongoing efforts to boost costs, revision of ads, introduction of new ads, ongoing keyword research.
It is actually in PPC campaign management that your ad campaigns are evaluated, upgraded, improved, modified for better performance, moved to attract a different market segment, and carefully analyzed against your competitors.
The risk in PPC advertising is that if you set ads within the wrong places or you win bids on the wrong keywords (or phrases), you may be spending a lot of money to obtain the wrong individuals to your website.
As an example, in case you are a CPA and you also concentrate on small enterprise taxes, advertising “Form 1040 Tax Preparation Services” will most likely not draw the right people. Even if this should cost less (which is unlikely), the traffic it could generate would leave your site as soon as they arrive. With bad or no PPC campaign management you wind up spending money for nothing.
If, on the other hand, you win bids on “business tax preparation” or “small biz tax planning”, you would be more prone to get the kind of traffic you desire. This is high quality traffic. Top quality traffic is made up of those who are highly likely to be thinking about your products or services and to become sales leads when they arrive on the site.
PPC campaign management works tirelessly and consistently to evaluate daily alterations in the competitive landscape, competitor advertising, modifications in keyword popularity for searches. PPC campaign management also tests and analyzes ads and responses, then edits and tests and analyzes in order to find the perfect ad for each and every keyword in each market segment.
PPC campaign management also analyzes every aspect of what will happen when someone clicks through to your site. Which landing page is most effective? Which part of the page generates the best rate of response, do visitors follow the complete conversion path you might have created or do they really drop out at some point? Why?
Good PPC campaign management effectively monitors customer and prospect activity, keyword usage and requires, competitor activity, pricing and ad effectiveness to advertise your website. It then aligns landing pages, information pages and sales pages to efficiently convert leads to sales.
Because it is both time and labor intensive and due to the market research required, the task of PPC campaign management is frequently outsourced to campaign management companies who have the experience in bidding, the points of cxxohy to key markets and segments, as well as the experience with modifying ads and landing pages to accomplish maximum success.