PPC Management - A Love Affair or a Nightmare?

Latest Articles

Search engine optimisation (SEO) may be a great way to get free traffic to your website but additional exposure can be achieved through Pay Per Click (PPC) advertising. Research shows that nearly 80% of a website's targeted visitor come through SEO, the other 20% come through PPC campaigns. The major benefit of using PPC campaigns is that without it, you would be missing out on the other 20% of customers that would otherwise be slipping through the net. Of course PPC costs money, however, a well managed PPC campaign can quickly pay for itself. PPC management companies are specialists at creating and optimising successful PPC ad campaigns.

Speedy and Highly Targeted

A major advantage of a campaign is that it is highly targeted to people that are searching for what you have to offer. A professional PPC management company can easily find the right keywords and test them properly, helping make your campaign very cost-effective. Conversion rates are easily measurable if you have knowledge of proper tracking methods. You can collect data related to conversion rate, cost per sale and click-through rate (CTR), allowing you to measure the effectiveness of your ad. Another huge advantage is that all of the vital feedback from your ad testing is immediate. Ad results are available very quickly, and can be adjusted and retested in a short amount of time.

Test, Test and Test Again!

Knowledge of running and testing varied campaigns to determine which will be most effective is a vital part of helping you spend your budget wisely. A professional PPC management company has the expertise to identify the ideal keywords for testing, can quickly determine maximum cost per click, write winning ads, create compelling copy, conduct efficient and detailed tracking and make tweaks and adjustments as needed to maximise the effectiveness of your advertising pounds. Without in-depth knowledge in all of these areas, a PPC campaign can end up costing much more money than it needs to. The profits gained from your investment in hiring professionals to manage your PPC campaigns is well worth the cost.

Track It!

The biggest pitfall encountered by inexperienced PPC managers is the lack of knowledge when it comes to tracking. It is vitally important to know what traffic you are receiving, where it is coming from, which keywords were used, where the user went using those keywords, and which keywords and combinations get the best results. A successful campaign includes not only selecting and tracking the correct keywords, but determining proper bid prices, writing good ad copy, creating compelling landing pages, creating search engine friendly links and headings, streamlining usability, and writing those all important calls to action. Professional companies managing PPC campaigns are highly skilled in tracking every aspect of a campaign and adjusting all of the crucial items to maximise your PPC profits.

------------------------------

The author works in the media design industry and is based in England. He successfully uses the services of SearchWatch, a UK PPC and SEO company for all his search engine marketing needs. SearchWatch can be found at: http://www.searchwatch.co.uk