PPC (pay-per-click) campaign management refers to the process of setting up, optimizing, and monitoring online advertising campaigns on search engines and social media platforms. A PPC management agency or specialist handles all technical and strategic aspects of running PPC ads to help businesses generate more leads and sales through paid channels.
PPC management services typically include:
- Keyword Research and Selection
The PPC manager conducts thorough keyword research to identify high-value search queries that indicate commercial intent from potential customers. They select relevant and high-volume keywords that the target audience is likely to use while searching for products/services offered by the business.
- Campaign Setup and Launch
The PPC manager sets up new campaigns or audits existing ones on channels like Google Ads, Bing Ads, Facebook Ads, etc. This includes structuring campaigns, ad groups, ads, keywords, and bidding strategies keeping the marketing objectives and budgets in mind. They also ensure proper tracking is implemented.
- Ongoing Optimization
Through constant tests and monitoring of the campaign’s performance, the PPC manager improves various components like ads, landing pages, keywords, and bids to increase click-through rates (CTR), conversion rates (CVR) and return on ad spend (ROAS).
- Performance Reporting
Detailed campaign reports are provided by the PPC agency showcasing key metrics like impressions, clicks, conversions, costs, etc. These insights help us understand what’s working and what’s not for making data-driven optimization decisions.
Why PPC Management is Critical
Running paid search and social campaigns can be extremely complex, time-consuming and require in-depth expertise. PPC management services offered by a digital marketing company provide the following benefits:
- Increased Campaign Performance
Expert PPC managers possess the strategic skills and analytical tools required to consistently improve your PPC performance over time and across channels. This results in higher lead generation and sales figures from your ad spending.
- Saves Time and Resources
Handling PPC campaigns in-house can divert a lot of resources like time, effort and staff away from other priority business areas. Outsourcing it to specialists enables focusing resources on core operations.
- Access to Expertise
Leading PPC agencies have the experience of managing campaigns across diverse industries for all business sizes. You can leverage their strategic perspective and extensive expertise rather than building in-house capabilities from scratch.
- Increased ROI
Continuous optimization of campaigns based on research, tests and reporting analysis ensures maximum return on investment (ROI) from your PPC budget by reducing wastage and focusing on profitable channels.
- Better Account Organization
Agencies can effectively structure campaigns, ad groups and keywords keeping in mind current and future business goals. This brings long-term efficiency in account management as the business grows over time.
Choosing the Right PPC Management Agency
With many agencies offering PPC campaign management services today, how do you select the right partner for your business? Here are 5 tips:
- Look for Technical Capabilities:The agency must demonstrate in-depth expertise and usage of the latest tools across major PPC platforms like Google, Facebook, LinkedIn, Quora etc.
- Check Analytics-Driven Approach:They should have a robust analytics and reporting process to drive campaign optimization based on data and insights.
- Understand Your Goals:An ideal agency partner will invest time upfront to completely understand your target customers, brand priorities and campaign goals.
- Review Their Strategy:Assess their account structure, keyword/audience selection, bidding and budget allocation strategy to ensure alignment with your business objectives.
- Case Study Examples:Ask for relatable client examples to understand their approach across industries and for different goals like lead generation, sales conversion etc.
Conclusion
Finding the right PPC agency can provide a real boost to your digital marketing and sales efforts. Partner with one that demonstrates advanced capabilities, analytics rigor, and strategic clarity. Approach shortlisted options by asking the right questions on their processes. This will help validate if they are the best fit for managing your crucial paid advertising channels.