PPC (pay-per-click) advertisement has proven to be highly effective when it comes to increasing revenue, driving sales, and getting new leads. With that said, PPC management is a great way to increase the return on investment (ROI) that your business gets from its PPC campaign.
Thanks to PPC management, you will have a PPC management firm or a standalone specialist who oversees and manages your PPC campaigns and overall strategy in a way that ensures you maximize your ROI.
You still might be wondering what a PPC management company is supposed to do on a day-to-day basis and whether it’s worth it to hire one to help with your business’s advertising efforts. In this article, we will help you clarify just that – what PPC management is, why you might need it and how to decide whether it’s worth it.
What is PPC Management?
PPC management is a term that refers to the process of managing a business’s PPC advertising strategy and budget. You can opt to do that either in-house or by hiring a PPC management company that does the job for you. However, no matter who works on the campaign, PPC management is all about improving and optimizing it so that you get more value for your money.
Why Does PPC Management Matter?
PPC campaign management is essential because it allows you to manage your spending proactively. Thanks to it, you can analyze the data and make changes when they’re needed in order to be sure that your pay-per-click performance continues to improve and you get more return on investment.
Often a PPC marketing campaign may start off well and bring in the desired results. Still, over time it may begin to underperform, and with PPC management, you will be able to see when that time arrives and make the needed adjustments to ensure that your PPC performance is back on the right track.
What Does a PPC Management Company Do?
Now that we’ve cleared the air on what PPC management is and why it’s important, let’s look at what a PPC management company typically does. Usually the activities surrounding PPC management involve
- Keyword analysis
- Channel targeting
- Competitive analysis
- PPC testing
- Landing page creation
- Campaign monitoring
Let’s take a look at what those activities usually involve.
Every PPC campaign manager needs to do keyword analysis. It’s a process that helps determine the right keywords for your business’s ads, similar to what launching a PPC campaign on Google involves. Using the correct key terms and phrases will ensure that your PPC ads appear in relevant search results, and thanks to keyword research and analysis, you will be able to find the right ones for your company and product.
With PPC management, you will ensure that your marketing strategy utilizes multiple channels that are suitable for the needs of your business. Typically, when talking about PPC management, people presume we talk about managing only the ads that appear in search engine results. However, that’s not the case.
In reality, with PPC management, you manage not only search ads but also display ads (which appear on third-party websites thanks to Google display ads). Along with that, you have other channels for running paid online ads, such as Bing or Facebook, and they also fall under the responsibility of a PPC management company.
If you choose to hire a PPC management company, you will most definitely have to do a competitive analysis. After all, your competition is also running PPC ads, and it’s essential to keep your eye on what they’re doing so you can outperform them. Typically, competitive analysis involves looking at
- Bid amounts – How much your competitors are willing to spend on PPC ads.
- Keywords – Your competitors may have found keywords that you’re not using yet. While it’s not advisable to copy all their keywords, stealing one or two ideas for your campaign can benefit.
- Ad copy – You want to take a look at your competitors’ ad copy and analyze it. Using the exact keywords, you can see what your competitors are doing with the ad copy that helps them achieve better results.
Overall, competitive analysis is a vital part of PPC management, and it’s what can help you truly get great results
When running PPC ads, you need to ensure they’re the best possible version they can be, so testing is a vital component of PPC management, as it helps you be certain that you haven’t missed any vital details.
Landing Page Creation
The landing page is a core component of any PPC ad campaign. Your landing pages need to keep leads engaged with your content. Proper PPC management ensures that your landing page fits your advertising needs and gives your audience the information they came looking for.
Monitoring is yet another essential part of PPC management. It’s there to ensure that you track and measure the campaign after it gets launched. Thanks to PPC management, you will monitor the performance of the PPC campaign and make changes if needed. Along with that, monitoring lets you know whether you’re getting the desired ROI (return on investment) or not.
Is Hiring a PPC Management Company Worth It?
Now that you’ve learned all about what PPC management is, you might ask yourself, “Is it worth the money?” Well, a good PPC management company can help you a lot, and here’s why:
- It ensures your campaign is looked over by someone who specializes in PPC
- You have a person that’s responsible mainly for optimizing and improving your PPC ad campaign
- You save time and effort (if you have a small team, that is a huge bonus)
- You get better results
Hiring professionals to do the job is always better if you have the means to. It ensures that the work will be professionally handled, which not only lets you save time and effort but gives you a better end product in the end (in this case, a better return on investment).