PPC campaign management is important in order to get your money’s worth from Google AdWords along with other PPC advertising. Because PPC advertising has a direct relationship to website traffic and your ability to get and convert leads, it is a very important expense item in your marketing budget.
PPC campaigns based on keywords and keyword phrases should be attentively managed every day. Establishing a campaign involves development of a strategy, setting a financial 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.
When a campaign is set 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 produced by the PPC campaign and handling the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, ongoing efforts to enhance ad copy, ongoing efforts to improve costs, revision of ads, development of new ads, ongoing market and keyword research.
It really is 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 the competition.
The chance in PPC advertising is when you set ads in the wrong places or perhaps you win bids on the wrong keywords (or phrases), you could be spending a lot of money to get the wrong people to your website.
As an example, should you be a CPA and you concentrate on business taxes, advertising “Form 1040 Tax Preparation Services” will most likely not draw the right people. Even when it should are less expensive (that is unlikely), the traffic it could generate would leave your web site 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 “business tax preparation” or “small biz tax planning”, you will be very likely to have the kind of traffic you desire. This can be top quality traffic. Top quality traffic is comprised of people who are highly apt to be interested in your services or products as well as become sales leads when they arrive on the site.
PPC campaign management works tirelessly and consistently to evaluate daily changes in the competitive landscape, competitor advertising, alterations in keyword popularity for searches. PPC campaign management also tests and analyzes ads and responses, then edits and tests and analyzes in order to get 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 site. Which landing page is best suited? Which portion of the page generates the very best rate of response, do visitors stick to the complete conversion path you might 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 advertise your website. It then aligns landing pages, information pages and sales pages to efficiently convert leads to sales.
Because it is both some time and labor intensive as a result of the market research required, the task of PPC campaign management is frequently outsourced to campaign management companies that have the event in bidding, the points of cxxohy to key markets and segments, and also the expertise in modifying ads and landing pages to achieve maximum success.