PPC campaign management is vital if you want to get your money’s worth from Adwords as well as other PPC advertising. Because PPC advertising has a direct relationship to website traffic and your ability to get and convert leads, it is a very important expense item in your marketing budget.
PPC campaigns according to keywords and keyword phrases has to be attentively managed every day. Establishing a campaign involves development 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 control over goals and goal achievement, scoring leads made by the PPC campaign and handling the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, ongoing efforts to boost ad copy, ongoing efforts to improve costs, revision of ads, creation of new ads, ongoing niche research.
It is actually in PPC campaign management that your particular ad campaigns are evaluated, upgraded, improved, modified for better performance, shifted to attract a different market segment, and thoroughly analyzed against your competition.
The chance in PPC advertising is when you set ads inside the wrong places or perhaps you win bids on the wrong keywords (or phrases), you may be spending a lot of money to obtain the wrong men and women to your site.
For instance, if you are a CPA and you also focus on small enterprise taxes, advertising “Form 1040 Tax Preparation Services” probably will not draw the right people. Even if it should cost less (that is not likely), the traffic it would generate would leave your website as soon 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 “small business tax preparation” or “small biz tax planning”, you would be more likely to obtain the kind of traffic you desire. This is good quality traffic. High quality traffic is made up of those who are highly likely to be thinking about your products or services and to become sales leads whenever they arrive on your site.
PPC campaign management works tirelessly and consistently to analyze daily modifications 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 obtain the perfect ad for each 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 area of the page generates the very best rate of response, do visitors stick to the complete conversion path you may 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 desires, competitor activity, pricing and ad effectiveness to market your website. It then aligns landing pages, information pages and sales pages to efficiently convert leads to sales.
As it is both some time and labor intensive and due to the current market research required, the job of PPC campaign management is often outsourced to campaign management companies who may have the experience in bidding, the points of cxxohy to key markets and segments, and also the experience in modifying ads and landing pages to achieve maximum success.