PPC campaign management is essential if you wish to get your money’s worth from Google AdWords as well as 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 within your marketing budget.
PPC campaigns based on keywords and keyword phrases must be attentively managed on a regular basis. Starting a campaign involves creation of a technique, setting a budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, niche 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 made by the PPC campaign and managing 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 market and keyword research.
It really is in PPC campaign management that your ad campaigns are evaluated, upgraded, improved, modified for better performance, shifted to attract a different market segment, and thoroughly analyzed against your competitors.
The risk in PPC advertising is that if you set ads in the wrong places or else 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.
For example, if you are a CPA and you also specialize in business taxes, advertising “Form 1040 Tax Preparation Services” probably will not draw the right people. Even if this should are less expensive (that is unlikely), the traffic it would generate would leave your site as fast 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 would be more likely to get the kind of traffic you desire. This can be top quality traffic. Top quality traffic is made up of people who are highly probably be interested in your services or products as well as become sales leads once they arrive on your site.
PPC campaign management works tirelessly and consistently to analyze 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 obtain 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 best suited? Which area of the page generates the very best rate of response, do visitors follow the complete conversion path you might have created or do 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 market your site. 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 as a result of the current market research required, the work of PPC campaign management is often outsourced to campaign management companies who have the knowledge in bidding, the points of cxxohy to key markets and segments, as well as the experience in modifying ads and landing pages to accomplish maximum success.