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PPC campaign management is vital if you want to get your money's worth from Google AdWords and 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 on keywords and keyword phrases must be attentively managed on a daily basis. Setting up a campaign involves creation of a strategy, 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 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 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 risk in PPC advertising is that if you place ads in the wrong places or you win bids on the wrong keywords (or phrases), you could be spending a lot of money to get the wrong people to your site.
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 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 aspect 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 complete conversion path you have created or do 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 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.
About this Author
If you are a small business owner or professional and want to learn more about PPC campaign management, you can access five free videos at http://videos.internetleadgenerationacademy.com. Topics include how to get on the first page of Google, how to set up a blog for free in under 5 minutes, how to create a video that sells without a camera, an example of three tweaks to the lead generation process that increased profits by 62% and why mobile marketing will soon be bigger than radio, TV, print and internet advertising combined.
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