PPC campaign management is necessary to maximize return on marketing cost for Google AdWords and other PPC ads. PPC advertising directly determines web site traffic and your ability to convert leads. It is, thus, one of the most important items in your marketing budget. But it must be managed.
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.
You must also manage risks in PPC advertising: you place ads in the wrong places, you bid too high for keywords, or you select the wrong keywords. You could be spending money only to get the wrong people visiting your site. This is why PPC campaign management is important.
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 \”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 both time and labor intensive and because of the market research required, the task of PPC campaign management is frequently outsourced to campaign management companies who have the experience in bidding, the points of access to key markets and segments, and the experience in modifying ads and landing pages to achieve maximum success.
If you own a small business or professional and want to learn more about lead generation, view the short video, \”How Article Promotion Can Send 25,000 New Prospects to Your Web Site Each Month – For Free.\”
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