PPC campaign management is vital 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 web site 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 should be attentively managed every day. Setting up a campaign involves creation of a method, setting a budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, market and keyword research and selection, geographic targeting, coding, and creating analytics.
When a campaign is set the tasks in PPC campaign management are critical. They include: daily monitoring of click-through activity and handling 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 boost costs, revision of ads, creation of new ads, ongoing keyword research.
It is actually in PPC campaign management that your particular ad campaigns are evaluated, upgraded, improved, modified for better performance, shifted to attract an alternative market segment, and carefully analyzed against your competitors.
The risk in PPC advertising is that if you set ads inside the wrong places or else you win bids on the wrong keywords (or phrases), you could be spending a lot of money to get the wrong men and women to your website.
As an example, should you be a CPA and also you focus on small business taxes, advertising “Form 1040 Tax Preparation Services” probably will not draw the right people. Even if this should cost less (which is unlikely), the traffic it could generate would leave your site as fast as they arrive. With bad or no PPC campaign management you wind up spending money for nothing.
If, on the other hand, you win bids on “business tax preparation” or “small biz tax planning”, you will be more likely to obtain the kind of traffic you desire. This really is good quality traffic. Top quality traffic is comprised of those who are highly likely to be thinking about your goods and services and also to become sales leads once they arrive on the site.
PPC campaign management works tirelessly and consistently to analyze daily modifications 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 find the perfect ad for each and every keyword in each market segment.
PPC campaign management also analyzes every facet of what goes on when someone clicks through to your web page. Which landing page is most effective? Which portion of the page generates the most effective rate of response, do visitors stick to 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 needs, competitor activity, pricing and ad effectiveness to promote your internet site. It then aligns landing pages, information pages and sales pages to efficiently convert leads to sales.
Since it is both time and labor intensive and because of the current market research required, the task of PPC campaign management is often outsourced to campaign management companies that have the knowledge in bidding, the points of cxxohy to key markets and segments, and the expertise in modifying ads and landing pages to accomplish maximum success.