PPC campaign management is essential if you want to get the most for your money with Google AdWords and other PPC ads. PPC advertising has a direct relationship to web site traffic and your ability to get and convert leads. This makes it a very important expense item in your marketing budget.
PPC campaigns based on keywords and keyword phrases must be attentively managed regularly and frequently. Setting up a campaign involves building a strategy, setting a budget and bidding on keywords, creating landing pages, creating the ad copy, keyword research and selection, geographic targeting, and analytics.
Once campaign setup is complete, the job of PPC campaign management begins. This include: monitoring of click-through activity and management of goals, scoring leads produced and managing the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, improving ad copy, improving costs, revising ads, creating new ads, ongoing keyword research.
It is in PPC campaign management that campaigns are evaluated, upgraded, improved, modified for better performance. Sometimes it is necessary to shift to attract a different market segment. Your programs must always be carefully analyzed against your competitors.
The risk in PPC advertising is that if you place ads in the wrong places or you win bids on the wrong keywords (or phrases), you could be spending a lot of money to get the wrong people to your site.
For example, if you are a CPA and you specialize in small business taxes, advertising “Form 1040 Tax Preparation Services” probably will not draw the right people. Even if it should cost less (which is not likely), the traffic it would generate would leave your site as quickly as they arrive. With bad or no PPC campaign management you end up spending money for nothing.
If, on the other hand, you win bids on “helping you recover from a surgeon’s mistakes” or “when you suffer the results of mis-prescribed medication”, you would be more likely to get the kind of traffic you want. This is called quality traffic. Quality traffic is made up of people who are highly likely to be interested in your products or services and to become sales leads when they arrive on your site. This is the goal.
PPC campaign management works tirelessly and consistently to analyze daily changes in the competitive landscape, competitor advertising, changes 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 keyword in each market segment.
PPC campaign management also analyzes every aspect of what happens when someone clicks through to your website. 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 have created or do they drop out at some point? Why?
Good PPC campaign management monitors visitor activity, keyword usage, customer needs, competitor activity, pricing and ad impact to market your business. It then fine tunes each web site page to efficiently convert visitors to customers.
Because it is so labor-intensive, because it requires so much research, PPC campaign management is often outsourced to campaign management companies with the experience and expertise in designing and managing effective and cost-efficient PPC campaigns.
If you own a small business or professional and want more information about lead generation, see the short video, “How Article Promotion Can Send 25,000 Visitors to Your Site Each Month – For Free.”
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