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 campaign has been set up and launched, the detailed job of PPC campaign management begins. This includes: monitoring click-through activity, measuring achievement of goals, scoring leads and managing the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, refining ad copy, managing costs, creating new ads, ongoing keyword research.
It 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 carefully analyzed against your competitors.
The vulnerability in PPC advertising is that if you place ads in the wrong places or you focus on the wrong keywords (or phrases). You could be spending a lot of money and getting the wrong people to your site. This is why PPC campaign management is important.
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 tirelessly and consistently to analyze daily changes 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 each keyword in each market segment.
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 conversion process or do they drop out at some point? Why?
Good PPC campaign management monitors prospect activity, keyword usage, customer needs, competitor activity, pricing and ad effectiveness to market your website. It then aligns all web site 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 to learn more about lead generation, see the short video, “How Article Promotion Can Send 25,000 – 50,000 Visitors to Your Site Every Month – For Free.”