The Benefits of Pay Per Click Campaign Management

Anyone that is involved in online marketing or the running of a website will know just how important it is to drive traffic to a webpage and increase sales. If you are looking to attract a larger audience to your site, there are a number of ways to go about it, the most popular being search engine optimisation (SEO). Another method that attracts a lot of attention is Pay-per-Click advertising, more commonly known as PPC.

There are a number of benefits to PPC advertising and campaign management, but first let me explain what pay-per-click actually is.

What is Pay-per-Click advertising?

Unlike search engine optimisation, which involves using a range of techniques to boost the ranking of a website naturally, PPC can provide you with a prominent spot immediately. PPC is a type of sponsored online advertising strategy whereby an advertiser only pays if an internet user clicks on one of their ads (hence the term ‘pay-per-click’). PPC is most commonly seen on search engines as the ads that appear above and to the right of the organic search results.

PPC ads are created using keywords that search engine users are most likely to use when looking for something online. When a user types in a search query, Google will display a list of natural results and a list of sponsored results related to the keywords. Google will then differentiate between the two sets of results by labelling PPC ads under “Ads.”

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Pay-per-click advertising benefits both the advertiser and the search engine user. Advertisers are given a prime spot on the search results to be noticed by their target audience, and users are given a link that provides them with exactly what they are looking for. PPC is a powerful marketing tool and when combined with SEO it can really give your website a greater online presence.

To assist marketers in their efforts, Google created AdWords, which promotes ads in the search engine, but also on affiliated sites. AdWords has become the Holy Grail for many internet marketers and is the dominant program in PPC advertising, although, there are notable newcomers such as FaceBook and Twitter that are beginning to attract a lot of attention, as well as the growing MSN Ad Center.

As you only pay by the click, PPC is a very cost efficient way of advertising, making it especially appealing to small businesses that run advertising campaigns on limited budgets. What’s more, it gives you the chance to level the playing field against the competition, allowing you to go head-to-head with the big boys. The major benefit of pay-per-click, though, is online visibility, and the rewards that come from having your ads seen by millions of search engine users.

The Benefits of PPC Campaign Management

To get the most from a Pay-per-click advertising campaign it is best to hire a PPC management company. You don’t have to hire a campaign management company; in fact, you can get set up with a Google AdWords account and campaign within a matter of minutes. However, if you want to make the most of your budget and benefit from greater sales and enquiries, you really need to be looking for someone that specialises in PPC.

Let’s look at some of the benefits that you can gain from using the professionals.

Budget management

PPC is very budget friendly in general, but by employing various tactics such as bid and click optimisation, management companies can really give you bang for your buck. Before any company starts work on your PPC campaign, they will (or should) carry out a one-to-one consultation to ensure your needs are met. Here you will provide them with your budget for each targeted category and they will come up with a strategy within those limits.

Regular monitoring

A common mistake made by people creating their own PPC marketing strategy is the assumption that once set-up, a campaign can be left to run without any sort of modification. The popularity of pay-per-click advertising now means that resting on your laurels is a recipe for disaster, and regular monitoring of bids to ensure you are competing for your keywords is essential. PPC campaign management requires daily management; obviously, you won’t have time to do this, but a PPC management company will.

Targeted advertising

Targeted advertising means attracting visitors with an interest in what it is you are offering. By focussing efforts on your specific niche, a campaign management company will help reduce costs by controlling which user clicks a paid for.

Free up time

Running a marketing campaign on your own will prove difficult, and will be almost impossible as your company grows in size. Outsourcing your PPC management will free up your time to focus efforts elsewhere, and is much more cost effective than the alternative of hiring a team of individuals to work in house.

Return on Investment (ROI) reporting

PPC advertising providers will arrange for you to be provided with in depth ROI reports on a weekly, fortnightly, or monthly basis, allowing you to see exactly how well a campaign is working.

PPC Campaign Management Fees

When hiring someone to take care of your PPC campaign, there are generally two fees involved. The first of these is the management fee, which is paid to the company carrying out the work and will cover the management, monitoring and improving of the campaign. The second of these fees is one you would be required to pay even when taking care of your own PPC advertising, and is for Google AdWords. The fees involved will naturally differ from company to company, and your overall spend will also be determined by your niche and business objectives.

Pay-per-click advertising is something that should interest any internet marketer and with proper campaign management, your business can really benefit.

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