PPC campaign management is essential in order to get your money’s worth from Google 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 extremely important expense item in your marketing budget.
PPC campaigns based upon keywords and keyword phrases must be attentively managed every day. Establishing a campaign involves creation of a technique, setting a spending budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, keyword research and selection, geographic targeting, coding, and creating analytics.
After a campaign is set up 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 created by the PPC campaign and handling the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, ongoing efforts to enhance 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 an alternative market segment, and carefully analyzed against your competition.
The danger in PPC advertising is that if you place ads inside the wrong places or else you win bids on the wrong keywords (or phrases), you may be spending a lot of money to have the wrong individuals to your website.
As an example, should you be 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 when it should cost less (which is not likely), the traffic it would generate would leave your website as quickly as they arrive. With bad or no PPC campaign management you find yourself spending money for nothing.
If, on the other hand, you win bids on “small enterprise tax preparation” or “small biz tax planning”, you will be very likely to obtain the kind of traffic you desire. This really is good quality traffic. Good quality traffic is comprised of people who are highly probably be interested in your goods and services and to become sales leads when they arrive on your site.
PPC campaign management works tirelessly and consistently to evaluate daily alterations 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 every keyword in each market segment.
PPC campaign management also analyzes every facet of what will happen 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 may have created or will they 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 promote your website. It then aligns landing pages, information pages and sales pages to efficiently convert leads to sales.
As 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 may have the event in bidding, the points of cxxohy to key markets and segments, and the expertise in modifying ads and landing pages to achieve maximum success.