PPC campaign management is important if you want to get your money’s worth from Google AdWords along with 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 very important expense item in your marketing budget.
PPC campaigns based upon keywords and keyword phrases should be attentively managed on a daily basis. Starting a campaign involves introduction of a method, setting a budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, keyword research and selection, geographic targeting, coding, and creating analytics.
Once a campaign is set in 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 made 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 niche research.
It is actually in PPC campaign management that the ad campaigns are evaluated, upgraded, improved, modified for better performance, shifted to attract a different market segment, and thoroughly analyzed against the competition.
The danger in PPC advertising is when you set ads inside the wrong places or perhaps you win bids on the wrong keywords (or phrases), you might be spending a lot of cash to obtain the wrong men and women to your website.
As an example, should you be a CPA and you specialize in small enterprise taxes, advertising “Form 1040 Tax Preparation Services” probably will not draw the right people. Even when it should cost less (which is not likely), the traffic it could generate would leave your website as quickly 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 business tax preparation” or “small biz tax planning”, you will be more likely to get the kind of traffic you want. This is good quality traffic. Good quality traffic is comprised of those who are highly apt to be considering your goods and services and also to become sales leads once they arrive on your own site.
PPC campaign management works tirelessly and consistently to assess 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 obtain the perfect ad for every keyword in each market segment.
PPC campaign management also analyzes every aspect of what goes on when someone clicks through to your web page. Which landing page is most effective? Which area of the page generates the best rate of response, do visitors adhere 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 requires, 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 and due to the current market research required, the job of PPC campaign management is frequently outsourced to campaign management companies that have the experience in bidding, the points of cxxohy to key markets and segments, and also the experience with modifying ads and landing pages to attain maximum success.