What is PPC Management – Do You Need It?

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Pay-per-click (PPC) advertising is arguably one of the quickest ways to find and convert new customers. In the highly competitive digital landscape, where attention spans are dwindling and organic reach is often limited, PPC offers a way to reach your target audience with precision and efficiency. It’s an advertising model that allows businesses to place ads on search engines and various online platforms and pay a fee each time a user clicks on their ad.

However, more important than investing in PPC is investing in effective PPC management. Many components make up a PPC management strategy, and it’s crucial to understand what it entails and why it’s so vital for your business’s success.

Whether you’re a marketer just getting started in PPC, or a brand that’s looking to invest in PPC management, this in-depth guide will provide you with a comprehensive understanding of:

What PPC management is.
Why you need PPC management.
How to get the most out of your PPC management.

What is PPC Management?

PPC management is the process of creating, executing, and optimizing a brand’s PPC strategy. It encompasses a wide range of responsibilities and duties, all aimed at delivering effective and efficient campaign results. The world of PPC management is multifaceted and requires a deep understanding of online advertising, consumer behavior, data analysis, and marketing strategy.

Here are some of the key aspects of PPC management:

1. Keyword Research

The cornerstone of any PPC campaign is keyword research. The goal is to identify relevant and high-converting keywords that align with the company’s product or service. Keyword research involves understanding the search terms that your potential customers are using to find products or services similar to yours. Typically, PPC managers use a variety of tools to help conduct keyword research.

These tools include:

Google Keyword Planner: A free tool by Google that provides keyword ideas, search volume data, and competition insights.
Semrush: A comprehensive keyword research tool that also offers competitor analysis and domain overview.
Google Trends: Helps identify trends in search behavior over time.

Once keyword research has been completed, the next step is to organize them into succinct themes for campaigns. This involves grouping related keywords into ad groups to ensure that your ads are highly relevant to the search queries.

2. Audience Research

Understanding your target audience is essential for crafting effective PPC campaigns. Audience research helps in identifying key traits of the core audience persona.

This includes demographic information such as:

Gender
Location
Age range
What digital channels they’re active in
Online purchase and browsing habits

With platforms like Google Ads, demographic attributes like those mentioned above can be layered onto PPC campaigns for a more targeted approach. The result is higher quality users and improved engagement from your PPC campaigns.

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3. Competitive Analysis

Keeping track of your top competitors is a core component of PPC management. Competitive analysis should not be a one-time task but rather an ongoing process. PPC marketers can use third-party tools, similar to the ones listed in keyword research, to gather valuable insights about their competitors.

When reviewing competitor insights, you should focus on the following:

What keywords are they bidding on?
What SEO keywords do they rank for?
What ad copies are they using?
What channels are they advertising on?
What budget range are they spending on Google Search?

Staying up-to-date on how competitors approach PPC management can help in many ways. It can identify any similarities in marketing efforts or uncover any gaps in your current strategy that you may be missing.

Remember, the goal is not to be just like your competitors, but to stay current with what’s happening in your core market.

4. Identifying Target Channels

After completing initial research on keywords, audiences, and competitors, the next phase in PPC management is to identify target channels. Each advertising platform and channel serves a unique purpose and can be a valuable asset in your PPC strategy.

For example:

If your targeted keywords have high search volume and interest, Google and Microsoft Search are great places to start.
To gain more brand reach, try testing out Google Video ads on YouTube.
If your target audience is highly active on social media platforms, it’s essential to create an ad strategy for those platforms.

Choosing the right channels for your campaigns is crucial to achieving your marketing objectives.

5. Ad Creation

Ad creation is where the rubber meets the road. During this stage, it’s critical to keep your users in mind. The ad copy for each ad group should be optimized for the target keywords.

Here are some key considerations:

Include Target Keywords in the Headlines: Using the keywords that match the user’s search query in your ad headlines increases ad relevance and can lead to higher click-through rates.
Use a Mix of Elements in the Description: In the description lines of your ads, choose a mixture of elements to test and understand what resonates with users the most. This could include highlighting product or service benefits, addressing the problems your product or service can solve, showcasing social proof or brand authority, and creating a sense of urgency.
Leverage Ad Extensions: Don’t forget to utilize the available ad assets such as sitelinks, images, business logos, price promotions, and more.

The key to successful ad creation is to test different ad variations to see which ones perform best. This requires ongoing experimentation and optimization.

6. Budget Monitoring & Optimization

A critical component of PPC management is budget monitoring and optimization. However, it’s essential to understand that budget monitoring doesn’t mean simply ensuring that campaigns aren’t going over budget. Each campaign and advertising channel will have different daily budgets, bidding strategies, goals, and key performance indicators (KPIs).

Proper budget management involves the following:

Keep Track of Individual Campaign Performance: This includes monitoring click-through rates (CTR), conversion rates, and other relevant metrics.
Shift Budget Accordingly: If a handful of campaigns are performing well but are constrained by budget, make sure to fully fund those campaigns and reduce the budget for underperforming campaigns.

Effective budget management ensures that your marketing dollars are spent efficiently and that your campaigns are aligned with your business goals.

7. Landing Page Optimization

Campaign optimization doesn’t stop after a user clicks on your ad. You’ve spent all this time and effort perfecting and managing campaigns, only to find that users aren’t converting as you’d hoped. This is why landing page optimization is an underrated but essential element of PPC management.

Landing page optimization ensures that the landing pages users are directed to from your ads are relevant, user-friendly, and optimized for conversions. A proper landing page should address the specific needs of a user based on their search intent.

Here are some key considerations for landing page optimization:

Relevance: Ensure that the landing page matches the user’s search intent and the ad’s message. The landing page should provide the information or solution the user is looking for.
User-Friendly Design: The landing page should have an intuitive and easy-to-navigate design. Make it clear what action you want users to take, whether it’s making a purchase, signing up, or filling out a contact form.
Speed: Slow-loading pages can lead to high bounce rates. Optimize your landing pages for speed to ensure a positive user experience.
Mobile Optimization: With the increasing use of mobile devices, it’s crucial to have mobile-optimized landing pages. Ensure that your pages display correctly and function smoothly on smartphones and tablets.

A well-optimized landing page enhances the likelihood of conversions, ultimately improving your ROI.

8. Performance Reporting

PPC performance should always be measured from the start. Measuring performance allows you to identify what’s working, what’s not, and where to take action. There are various tools and platforms available for performance reporting, and it’s essential to select the right ones for your needs. One such tool is Google Looker Studio, which offers a variety of dashboard templates for reporting.

Performance reporting should be rooted in your company’s goals, and key performance indicators (KPIs) can vary based on your objectives.

Some common KPIs include:

Cost per Acquisition (CPA): The cost of acquiring a new customer through PPC advertising.
Conversion Rate: The percentage of users who take a desired action, such as making a purchase or filling out a form.
Return on Investment (ROI): The ratio of revenue generated to the cost of your PPC campaign.
Revenue: The total revenue generated from PPC advertising.

Blending the data between PPC campaigns and the ultimate purchase is essential because those goals will guide the analysis of what is performing well and what needs improvement.

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9. Ongoing Testing & Campaign Optimization

Once campaigns are set up and launched, it’s time to sit back and let the systems learn. However, part of proactive PPC management is leaning into data and early and consistent testing of elements within a campaign. This includes testing items such as ad copy, landing pages, bid strategies, and audience targeting.

Remember, the key to effective testing is not to attempt too many changes at once. Ideally, testing one element at a time is the best route to understand what’s making an impact.

Testing should be part of regular campaign reviews and optimization, and this includes:

Reviewing Bid Strategy Performance: Assess how your bidding strategies are performing and make adjustments as needed.
Campaign Budgets and Limitations: Ensure that your campaigns are appropriately funded and that budget limitations are not hindering their performance.
Keyword Performance: Continuously review the performance of keywords and make changes to your keyword lists as needed.
Search Term Report Review: Analyze the search terms that trigger your ads to identify irrelevant queries or new keyword opportunities.
Negative Keyword Research: Regularly update your list of negative keywords to prevent your ads from showing for irrelevant searches.

Ongoing testing and campaign optimization are integral to maintaining the effectiveness of your PPC campaigns. It’s a dynamic process that requires continuous attention and adjustment.

Why Use PPC Management?

Now that you have a comprehensive understanding of what PPC management entails, it’s essential to explore why you need it. If you’re spending any amount of money on PPC advertising, some form of PPC management is required.

This could be executed in a few ways:

In-House PPC Management: This involves hiring an in-house PPC manager or team responsible for your PPC campaigns. They work directly for your company and are typically on a salary basis.
Hiring a PPC Management Agency: Alternatively, you can choose to hire a dedicated PPC management agency to handle your PPC campaigns.

Before diving into how to choose the best option for your business, let’s take a closer look at the top benefits of PPC management.

1. PPC Management Saves Money

It might sound counterintuitive, but PPC management can actually save you money, especially in the long run.

Here’s how:

Efficient Budget Allocation: Effective PPC management ensures that your budget is allocated optimally. Rather than burning through your budget quickly, a well-executed strategy ensures that your money is spent efficiently on high-performing campaigns.
Improved ROI: With continuous optimization and testing, PPC management can help improve your return on investment (ROI). By refining your campaigns and targeting, you can generate more revenue while spending less.

In essence, effective PPC management can not only save you money but also help make money by improving the performance of your campaigns.

2. PPC Management Saves Time

Time is a valuable resource for any business, and PPC management can save you time in various ways:

Focus on Core Tasks: Hiring someone for PPC management allows you to focus on other essential projects or growth areas of your business. This is particularly valuable for businesses with limited resources.
Rapid Results: PPC is known for delivering quicker results compared to many other marketing channels. When hypotheses are tested via PPC campaigns, you receive feedback faster, allowing for faster decision-making and action.

The time savings from PPC management can have a significant impact on your overall business operations.

3. PPC Management Helps Grow Other Channels

PPC performance does not exist in isolation; it can synergize with other marketing channels to foster business growth.

Here’s how:

SEO Insights: PPC can help inform your SEO efforts by identifying long-tail, lower-volume, but high-converting search queries. These insights can guide your organic search strategy.
Brand Recognition: Consistent PPC advertising can enhance brand recognition over time. As your brand becomes more recognized, you may reduce your reliance on paid media over time.

In a highly competitive digital landscape, having a well-managed PPC strategy can be the catalyst for accelerated business growth.

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How to Get the Best Out of PPC Management

As mentioned earlier, there are two common ways to go about PPC management: hiring someone in-house or outsourcing to a PPC management agency. Let’s examine the key differences between each method to determine which route is best for your company.

In-House PPC Management

Hiring an in-house PPC manager means that they work directly for your company, usually on a salary basis.

Here are some key considerations when opting for in-house management:

Cost: The biggest cost for in-house PPC management is typically from maintaining the proper staff. Depending on your needs, you can hire an individual specifically for PPC management or someone who can handle various marketing tasks.
Time Allocation: Consider how much time an in-house resource can dedicate to PPC management. If this individual will be performing other marketing tasks, assess how this allocation of time might affect the output and quality of other remaining tasks.

It’s essential to weigh these factors to determine if in-house management is the right choice for your business.

PPC Management Company

Hiring a dedicated PPC management agency is a substantial decision, and the costs associated with hiring an agency can vary widely based on their preferred models. Some agencies prefer to set monthly retainer rates, while others will charge based on a percentage of ad spend. Typically, the PPC agency will handle most, if not all, components of your PPC advertising.

However, it’s important to have a key contact in-house to work closely with the chosen agency to ensure clear communications and objectives are being shared.

Here’s what you should consider when choosing a PPC management agency:

Proven Track Record of Expertise: Do your research on an agency before hiring. Look for client testimonials, published case studies, and the industries they’ve worked in. Make sure their industry knowledge fits with the needs of your company. An inexperienced hire may lead to delayed performance if training is required.
Knowledge of PPC Platforms: Finding someone (or a team) who knows the ins and outs of PPC platforms is crucial. An experienced resource will likely understand the business needs and nuances to deliver effective results. Make sure to check their knowledge of different platforms like Google and Microsoft Ads, along with other social advertising platforms like LinkedIn, Facebook, and more.
A Mixture of Strategy and Execution: Not only should your PPC management resources know how to use the platforms, but they should also ensure their strategy is aligned with the proper campaigns. For example, if your budget is limited and you’re focused on lower funnel users to start, a recommendation of testing video ads right away is a red flag. Additionally, the resource should know advanced campaign settings from the start.
Transparency and Communication: Clear and kind communication is vital in any professional partnership. Ensuring your resource is transparent upfront about strategies, costs, and results is important. Make sure that their response time is acceptable to your needs as well.

Carefully evaluating these factors can set you up for success with whomever you hire as a reliable PPC management resource.

At the end of the day, you’ll get the most out of PPC management when the resource’s experience aligns with your goals to help achieve success in your PPC campaigns.

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Summary

PPC management is an equal mixture of strategy and tactical execution. From the initial research and setup to optimizing campaigns and measuring performance, PPC management is vital to any campaign’s short- and long-term success. Choosing the right PPC management resource takes time and effort but should be viewed as an investment in the company’s overall growth.

Effective PPC management not only saves you money but also enhances your ROI, saves time, and can serve as a catalyst for growth in other marketing channels. It’s a dynamic and multifaceted field that requires continuous attention and adjustment to keep your campaigns performing at their best.

Whether you opt for in-house management or hire a PPC management agency, the key is to align the expertise and strategies with your business goals. By investing in effective PPC management, you’re setting the stage for campaign success and long-term growth.

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Frequently Asked Questions (FAQs) about PPC (Pay-Per-Click) Management

Here are some frequently asked questions (FAQs) about PPC (Pay-Per-Click) management:

Question 1. What is PPC management?

Answer: PPC management is the process of planning, executing, and optimizing pay-per-click advertising campaigns to achieve specific marketing goals. It involves tasks like keyword research, ad creation, budget management, and performance analysis.

Question 2. Why is PPC management important?

Answer: PPC management is crucial because it ensures that your advertising budget is spent efficiently and your campaigns are optimized for success. It saves money, time, and can help businesses grow by reaching their target audience effectively.

Question 3. What are the key components of PPC management?

Answer: Key components include keyword research, audience research, competitive analysis, ad creation, budget monitoring, landing page optimization, performance reporting, and ongoing testing and optimization.

Question 4. In-house PPC management or hiring an agency – which is better?

Answer: The choice depends on your business needs and resources. In-house management offers more control, while agencies provide expertise and resources. Carefully evaluate your goals and budget before deciding.

Question 5. What is the role of keyword research in PPC management?

Answer: Keyword research is vital in identifying relevant and high-converting keywords to target in your ads. It helps ensure that your ads reach users searching for your products or services.

Question 6. How does PPC management save money?

Answer: Effective PPC management ensures that your budget is spent wisely by allocating resources to well-performing campaigns. It prevents overspending and improves return on investment (ROI).

Question 7. What is the significance of landing page optimization in PPC management?

Answer: Landing page optimization is essential for improving conversion rates. It ensures that users find what they’re looking for when they click on your ads, leading to more successful conversions.

Question 8. How does PPC management help grow other marketing channels?

Answer: PPC can provide insights that inform other marketing channels, such as SEO. It helps identify high-converting keywords and can enhance brand recognition, reducing reliance on paid media over time.

Question 9. What are the typical key performance indicators (KPIs) in PPC management?

Answer: Common KPIs include cost per acquisition (CPA), conversion rate, return on investment (ROI), and revenue. These metrics help measure the effectiveness of PPC campaigns.

Question 10. How often should I review and optimize PPC campaigns?

Answer: Regular reviews and optimizations are essential. The frequency depends on campaign goals and complexity. Continuous testing and adjustments are crucial to maintaining campaign performance.

Question 11. What platforms can I use for PPC advertising?

Answer: Popular platforms for PPC advertising include Google Ads (formerly AdWords), Microsoft Advertising, social media platforms like Facebook and LinkedIn, and others like Amazon Advertising and YouTube Ads.

Question 12. How do I choose the right PPC keywords for my campaigns?

Answer: Select keywords based on relevance to your products or services, search volume, competition, and their potential to convert. Use keyword research tools to help identify suitable keywords.

Question 13. What’s the difference between broad match, phrase match, and exact match keywords in PPC?

Answer: Broad match shows ads for variations of your keywords, phrase match displays ads when the search query includes your keywords in the specified order, and exact match only shows ads for the exact keyword or close variants.

Question 14. What is Quality Score in Google Ads, and why does it matter?

Answer: Quality Score is a metric used by Google Ads to measure the quality and relevance of your keywords, ads, and landing pages. A higher Quality Score can lead to lower costs and better ad positions.

Question 15. How do I create effective PPC ad copy?

Answer: Effective ad copy should be concise, relevant to the keyword, and include a compelling call to action. Highlight unique selling points, benefits, and use keywords in the ad text.

Question 16. What’s the importance of ad extensions in PPC advertising?

Answer: Ad extensions provide additional information and options for users, enhancing ad visibility and performance. They include sitelinks, callout extensions, location extensions, and more.

Question 17. How do I set a PPC budget for my campaigns?

Answer: Set a PPC budget based on your business goals and financial capacity. Consider factors like expected return on investment, cost per acquisition, and competitive landscape.

Question 18. What is A/B testing, and how can it improve PPC campaigns?

Answer: A/B testing involves creating two versions (A and B) of an element, such as ad copy or landing page, and comparing their performance. It helps identify which version leads to better results and informs future decisions.

Question 19. Can PPC management help target a specific audience segment?

Answer: Yes, PPC campaigns can be tailored to specific audience segments using demographic targeting, location targeting, and other parameters to reach the right users with your ads.

Question 20. How do I measure the success of my PPC campaigns?

Answer: Success can be measured through key performance indicators (KPIs) such as click-through rates, conversion rates, cost per click (CPC), and return on investment (ROI). These metrics indicate the effectiveness of your campaigns.

Question 21. Are negative keywords important in PPC management?

Answer: Negative keywords help prevent your ads from showing for irrelevant search queries. They are crucial for cost control and improving the quality of traffic to your website.

Question 22. What should I look for in a PPC management agency when outsourcing?

Answer: When hiring a PPC agency, consider their experience, track record, industry knowledge, communication skills, and transparency in reporting. A successful partnership depends on these factors.