Definition: PPC management — also called pay-per-click management — is the process of organizing and running an organization’s PPC strategy and ad spend to maximize ROI.
What is pay-per-click (PPC) management? It’s one of the best ways for your business to increase its return on investment (ROI) from PPC. With PPC management, someone (like a PPC specialist or PPC agency) oversees and manages your PPC strategy and campaigns, so you can maximize your ROI.
Whether you’re thinking about investing in PPC advertising management or looking to invest, this post offers answers to the most common questions businesses have about professional pay-per-click management, from what it includes to how much it costs.
Keep reading to get answers to questions like:
- What is PPC management?
- Why is PPC management important?
- What does PPC management include?
- How much does PPC management cost?
- Should I hire a PPC management company?
Or, for an instant evaluation of your existing PPC strategy and campaigns, contact us online to request a free PPC audit. You can also give us a ring at 888-601-5359 to claim your audit, which is available to businesses with five or more employees and a monthly ad spend of at least $1000.
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What is PPC management?
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.
Why is PPC management 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.
What does PPC management include?
Now that you have the answer to “What is PPC management?” let’s look at what PPC advertising management involves:
- Keyword analysis
- Channel targeting
- Competitive analysis
- Landing page creation
- Campaign monitoring
- PPC testing
Keep reading to learn more about these day-to-day tasks:
An essential component of PPC campaign management is keyword analysis. It involves choosing the right keywords for your ads, like when launching a PPC campaign on Google. Key terms and phrases trigger PPC ads to appear in search results. You need to choose the right keywords to help your ads appear in relevant search results. With PPC management, you’ll conduct keyword research to find related key terms for your ad.
When you ask, “What is PPC management?” many people will say it’s the process of managing ads in Google search results. While search ads are the main type of PPC ads, they aren’t the only ones. Google offers not only search ads but also display ads. With Google display ads, your ads appear on third-party sites. Additionally, Google isn’t the only channel for running paid online ads either. Search engines like Bing and social media networks like Facebook are also part of PPC advertising management. When you do PPC management, you may manage multiple channels of advertising, depending on your business’s needs.
Whether you do your PPC campaign management in-house or partner with a PPC company, you’ll perform a competitive analysis. Your competition will run PPC ads, so you must keep tabs on what they’re doing so you can outperform them. The competitive analysis involves monitoring:
- Bid amounts: Keep tabs on how much your competition bids on PPC ads to see if you can optimize your bids to get more from your budget.
- Keyword selection: Your competition may target keywords you haven’t discovered yet. While you shouldn’t copy all your competition’s keywords, it can help you find new keyword ideas for your campaign.
- Ad copy: Along with keywords and bid amounts, you’ll want to analyze ad copy. If you’re bidding on the same keyword, you can look at your competition’s ad copy to see if they’re doing something more effectively that allows them to get better placement and better results.
Competitive analysis is a critical component of PPC campaign management that allows you to drive success. It allows you to see how your competitors create successful PPC campaigns and use that information to build ads that are more relevant and get higher positioning.
Landing page creation
Your landing page is a core component of your PPC ad campaigns. With PPC advertising management, you’ll focus on creating landing pages that keep leads engaged with your content. When someone clicks on your PPC ad, it takes them to a landing page. So, for example, if you’re selling bistro sets, sending leads to a landing page focused on bistro sets makes sense. With proper PPC management, you can create a landing page that fits your advertisement and provides your audience with the information they need.
Another part of pay-per-click management is monitoring.
When you launch a PPC campaign, you want to track it to ensure it’s driving results. With PPC campaign management, you monitor your campaign’s performance to see if you need to optimize keyword targeting, update ad copy, or change your landing page.
Monitoring helps you know if you’re getting the return on investment (ROI) you want from PPC.
Along with monitoring, PPC management services should also encompass testing.
When you run your advertising campaign, you need to test different parts of your ad so you can ensure you’re putting out the best version of your PPC ad. When you conduct testing, you can test anything from your landing page title to your ad extensions.
Platforms like Google make it easy to test your ads. With responsive ads, Google creates multiple versions of your ad copy and creatives to deliver the best version to audiences based on their searches. It helps you provide a better ad experience for your audience and get a better ROI from PPC.
How much do PPC management services cost?
So, you’re interested in PPC management services, but before you dive in, you want to know how much it costs.
Before exploring the different pricing models, take note that the average company spends $300 to $100 million per month on PPC campaigns. This amount is the budget for running ads and doesn’t account for the costs to hire staff or an outside company.
So, let’s look at two PPC management cost models:
- Doing your PPC campaign in-house
- Hiring a PPC management company
If you do your campaign in-house, your biggest costs come from maintaining staff.
Salaries are the most significant in-house expense. If you have multiple people from your marketing team adding PPC to their to-do list, you must consider their salaries and any additional compensation, like benefits, as part of your cost.
Another cost factor is time.
If your team members are busy running your PPC campaign, it’s going to take up their time from working on other tasks. While this isn’t a monetary cost, it can affect tasks that have a financial impact on your business.
Should you decide you don’t want to take team members away from their tasks, it leads you to hire additional employees. Hiring more employees will add more salaries you’ll have to account for in your company’s expenses.
PPC management company
When you hire a PPC management company, the costs will depend on the type of package you get from your team. Some companies will have a set rate, while others will charge based on how much you’re spending on PPC ads.
With hiring a PPC agency, you can expect to pay anywhere from $350 to $5000 per month on top of your ad spend.
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.
Invest in PPC advertising management today
PPC management is critical to driving success with PPC.
With the right PPC strategy, you can generate leads and revenue for your business. Feeling overwhelmed by PPC advertising management? No worries! Partner with a PPC company like WebFX!
As a Google Premier Partner, we’ve managed over 650 PPC campaigns. With over 25 years of experience, you can count on our team of experts to help you manage your PPC campaign and drive the best results to grow your company.
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