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 actively managed. Setting up a PPC campaign involves designing a strategy, setting goals and a budget and bidding on keywords, creating landing pages, creating the ad copy, keyword research and selection, location targeting, and analysis.
Once a campaign is set up 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 produced 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 improve costs, revision of ads, creation of 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 operate a neighborhood restaurant and you specialize in Mexican food, advertising “Pizza” probably will not be effective. Even if it should cost less (which is not likely), those who click through to your site would leave immediately. With bad, or no, campaign management you end up throwing money away.
If, on the other hand, you win bids on “small business tax preparation” or “small biz tax planning”, you would be more likely to get the kind of traffic you want. This is high quality traffic. High 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.
PPC campaign management works to analyze daily changes in your competition, competitor marketing, changes in keyword selection for searches. PPC campaign management also tests and analyzes ads and responses, then edits and tests and analyzes again to find the right ad for each keyword in each market.
PPC campaign management also analyzes every part 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 planned conversion route or do they drop out at some point?
Good PPC campaign management effectively monitors customer and prospect activity, keyword usage and needs, 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.
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 are a small business owner or professional and want more information about lead generation, see the short video, “How Article Promotion Can Drive 25,000 - 50,000 Visitors to Your Web Site Each Month - For Free.”
