PPC management is the process of managing a company’s PPC strategy and budget. With PPC ad management, you manage your campaign in-house or use a PPC agency. No matter who works on your campaign, PPC management focuses on creating and optimizing your PPC campaign. PPC management is not limited to PPC advertising, with most agencies and the companies that hire them offering PPC management services for Facebook ads.
A quick Google search of "what is pay per click" will bring up a variety of articles on ad spend, focused on paid media usage. Many large classifieds sites use Pay Per Click Management as part their bid process as well creating an added revenue stream from readers searching direct messages from large retail sites.
Many advertising agencies make their living by managing PPC campaigns from a large scope of clients and work directly with Pay Per Click companies or agencies depending on the size of your budget, keeping ads running either in-house or through an agency for any required management. While sometimes it’s best to have these services take care of making sure that ads are optimized across several different platforms many medium sized companies fall within the area of management and can easily manage PPC for their small marketing department.
Why is PPC Important?
PPC campaign management is important because with proactive management of your campaigns, your business can make strategic, data-driven decisions that improve your pay-per-click performance and return on investment. PPC campaigns are short term, dynamic and focus on one idea. The second step is the creation of a strategy that unifies your online marketing efforts and helps distinguish between paid media advertising channels.
Everything from Bid calculations to ad copy are scrutinized to give you the best possible results.
PPC Management Basics
Just as most other aspects of advertising work there are step-by-step formulas or know how that encompass any successful ad program. Most companies will have a set amount they’re willing to spend on ads annually based solely off where you need your company in regards to search position, target market and competitor numbers (see the pay per click competitive research section below). Often this is split into multiple purchase schedules with a ten to twenty dollars daily rate for every two weeks of PPC management, there isn’t one perfect schedule. The more you rely on managed spend because it's required by Google some companies may opt to increase budget based upon keywords or patterns in search behaviour (GEO targeted search) and over time adjust ad spend proportionally to achieve the best performance, given that organic traffic is likely to fluctuate based upon seasonal trends and other external social factors.
Depending on the budget size of your PPC program you can split ads between digital display, mobile apps or social media (which campaigns tend to be much more expensive). Included in dealing with all three channels are optimization techniques including bid manipulation where many large advertisers will work directly with their agencies who manage ad spend strategically throughout several markets across the globe to adjust bids appropriately for individual markets.
A standard budget with this level of configuration will likely encompass a range from about $2,500-$10,000 depending on industry targeting and premium SERP placement giving you plenty of freedom to build your PPC program in any direction that most benefits the business sector within which you operate - they just have to fit their budgets large enough at launch so they can afford it all. However, larger budgets give more possibilities. They can also encourage complexity and allow advertisers to experiment with new tactics. This typically results in a whole host of variables including bid adjustments according to auction dynamics (ex: "Quality Score" which Google assigns higher bids) or automated techniques involving bidding strategies released by third party firms who sell 'Optimization Technology' (GoSearchKey hire key algorithm optimization experts). These services will often make their recommendation based on an advertiser's competitors, build up a comprehensive report giving guidance and recommendations which is then added to the AdWords account by using tools such as Text or Excel documents. For example: "You can see in this data which links have received 80%+ clicks except link, if you add that with your other 111%, then it may help competition - etc." All highly complex things make their way into the lif ecycle of established PPC programs, especially given the bias towards 'optimization' in Google's algorithms.
Should I hire a PPC management company?
You’re looking at everything PPC campaign management entails. After considering all the information, you’re wondering: Should I hire a PPC management company? A PPC company can come at a great benefit to your business.
Let’s look at a few reasons to hire a PPC management agency to handle your campaign:
You want to work with someone that specializes in PPC
If you and your team aren’t familiar with PPC, it can be a challenge to know how to run a campaign successfully. When you partner with a PPC campaign management company, you’re partnering with experts that know how to create successful campaigns.
You want someone to monitor your campaign for you
You have a lot on your plate and don’t have the time to run and monitor your PPC campaign. Considering 72% of companies haven’t looked at ad campaigns in over a month, hiring a PPC company is valuable because it can help you stay on top of your campaign.
You want to stay on top of your competition
When you have experts working on your PPC campaign, they’ll know how to optimize your campaign to get results. That means that you’ll compete better with other companies who run PPC ads, which means more leads and sales for your business.
You want to save time
If you hire a PPC management company, you have more time to focus on other projects. PPC campaign management saves your team time because you don’t have to carve out the hours to run, manage, and monitor your campaign. If you’re looking to partner with experts that will save you time and improve your PPC results, a PPC company is right for you.
If you want to learn more about PPC management, visit our website & contact us online if you wish to speak with a strategist about our PPC management services!.