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Posts tagged: ppc management

How you can experiment with PPC management

 

PPC management describes the various different ways that your PPC manager can change the flow of your PPC marketing campaign, for better or worse. Tracking back momentarily, for those who may not yet know, PPC or pay per click marketing is a form of online advertising where you pay a search engine directly to sponsor links to your website.

The most obvious benefits of PPC marketing are firstly that your site can achieve first page placement without needing to rank more highly than all of your competition. Other benefits include that you have total control over your budget, and that you only pay for clicks that actually enter your site.

Trying out new ad keywords
One of the first aims of your PPC manager will be to find the most effective keywords to appeal to your customer. Your PPC expert will use the content on your site, along with specialised keyword research tools to find the most popular and beneficial keywords available, it will then be a trade off with the keywords which are most popular and the price difference between them.

This said, the most expensive or popular search terms are not necessarily always the best. By constantly experimenting and trying new phrases, different length phrases, and synonyms you may be able to appeal more to your niche customer without spending as much, so the key really is constant revision.

Focus on conversions
Rather than simply focusing on drawing in as much traffic as you can, why not try a more focused approach to converting sales. Proper research can find the search terms which not only drew the most customers into your website, but it can also find which ads appealed to your customers who were ready to make a purchase. By targeting these customers you might see overall traffic dip, but your PPC costs should decrease, and your revenue should ride because of it.

 

Investing in PPC Management

If you’ve found your way here then you’re probably considering investing in a PPC management service, or else you’re doing some research about what exactly PPC management is, and how it can help your business. In either case we’re taking a look here both at what PPC management is and can be, and how exactly the ROI works with PPC management.

PPC stands for pay per click, and this is essentially the core of what we’re talking about in online advertising. When you place a PPC ad, a search engine like Google for example will sponsor your website in a link at the top of a search page. The particular way that PPC advertising works is that rather than paying for the advert in its place, you only pay when a customer clicks into your page.

So in essence your PPC manager will be in charge of fine tuning your PPC marketing campaign to get the best results.

Among the biggest added benefits of using PPC marketing is the ability to fast track your site to the first page of Google. First page placement can be hard to attain and won’t necessarily possible for all new websites, but with PPC you can quickly find your site at the top of the search results, and sponsored by a reputable name like Google.

Another great thing about PPC marketing is that your experts will continually experiment using new keywords, trying synonyms and different word combinations can yield great results and save plenty of money. They will then analyse the results and create reports to find the best and most affordable way to get results for your website.

Do remember though, a PPC campaign is no replacement for organic SEO, and shouldn’t be used as a replacement. PPC may be the quickest solution to bringing customers into your website, but then it’s your job to keep them interested.

PPC Management through Spreadsheets

Having to deal with PPC Management on a daily basis can certainly become a hassle if you don’t know how to expertly handle some form of spreadsheet software. Of course, with some basic knowledge you can track some information, but I assure you when push comes to shove you are likely to start going a little crazy. Some common spreadsheet tools, however, can make the difference between exhaustion and sanity and you will find a list of them below.

 

Formula Functions

  • Vertical Look up: If you can figure out how to use this nifty tool then you are already on the way to a better PPC management. Try to list and pack a file with how things have evolved during the past month, six months or a year. It is also useful to check for repetition of keywords within a list.
  • Concatenation functions can also come in handy when creating or better say joining two URL’s with their respective keywords together.

Software Functions

  • Find and Replace: Since different search engines utilize different formats of web addresses (or URLs) this can be certainly helpful at transforming or adapting one string of characters to the other, or even create new ones. Most Find and Replace functions can be found by pressing: Ctrl+F. Just to be clear, this is not a formula but a functionality embedded into the software.
  • Some software allow for a special formatting to appear when certain conditions are met. If you can get yours to tell you with a color scheme the evolution you’ve had in the past months then you’ll certainly analyze data faster.

Problems with Cases

You can fix and change upper and lower cases to their opposites in and within strings by using formulas as well as software functions, or they may even change if you don’t pay careful attention to what you do, so be sure to double check your string outcomes (or results) and verify that they are properly addressing the keywords and links you wish to reach.

These are but some basic skills which any true PPC manager should have… are you familiar with them?

PPC Management – Avoiding AdWords Blunders

To be really effective with PPC management, you have to stay on your toes. Making mistakes not only costs a lot of money, it will also negatively impact conversion results. To avoid making costly blunders, follow these tips.

  • Keyword Research. There is really no excuse for skipping this step. There are several free tools for performing some great keyword research. Google’s keyword tool can give you some valuable direction in targeting the right words. Research what successful advertisers are putting into the first three lines of their ads.
  • Too many keywords. Have one ad group for each keyword using the three basic variations of exact, phrase and broad. You should place two ads into each group. Doing this will help you pick your winners.
  • Lifeless Ads. Your ads should be compelling and feature the item that is being searched for. Don’t feature your business name or product, but address a need. For example: “Premium Jewelry for Every Budget” instead of “Jane’s Jewelry”. Provide the solution the customer is trying to find.
  • Experiment. Include variations of the ads by making minute changes to test the response.
  • Negative keyword usage. Negative keyword will help to sort out and further refine the marketing campaign.
  • Test, and then test again. Colors, position, copy – these elements should always be under testing. Know the conversion metrics. Use tools like Google analytics or Website Optimizer.

Delivering the Promise
Once tactic of PPC management that can be overlooked deals with the copy featured on the landing page. When a user clicks on your ad, are they sent to some informational page, or do they land on the exact product they were looking for? Clear navigation makes it easier for the customer to make a purchase. Delivering the promise optimizes the quality score and improves your position. Costs are lowered, while still meeting the needs of the searcher.

Good PPC management will deliver targeted traffic and takes your message to the users that are searching for the products you provide. Use these tips to save time, reduce costs, increase brand exposure and give you the maximum return on your advertising dollars.

How to Select Your PPC Management Company

One thing you must do before thinking on how to target costumers is to have more than one strategy in one place. This is so if one isn’t so efficient, you will still have others to rely on. There are many techniques that can boost your sales and the number of traffic to your site and this includes Pay Per Click advertising (PPC). Below are some tips that will help you select the correct PPC management company for your business.

 

Short List of Specialists

Firstly, you must create a list of likely PPC specialists. You can do this by getting referrals from others that you trust. After this, you will have a good variety of choices, you can then take note of the list of requirements the PPC management company must meet.

 

Tools and Techniques

The pay per click management specialist will use advanced tools and techniques, which will allow you to know which ad groups and keywords work well to give optimized PPC campaigns. The specialist will also simplify your management campaign, increase the conversion and click-through rates, deliver relevant traffic to your site and filter out any website visitors, which may not be prone to buy your company’s services or not prone to buy your products.

 

Management and Results

Google AdWords is the cost-effective and efficient way of reaching your market, due to the fact it controls the placement of ads through language targeting and location. The PPC specialist must be able to promise Google AdWords management that delivers results. They should also give you captivating copy for your PPC ads. This includes the text, image and other things that entice your target customers. This includes reviews, coupons and videos. It is not a must that the ad needs to be a banner, there are a variety of ways to deliver messages to your consumers and the company can easily identify what will work best for you.

 

Search Engine Marketing

The majority of search engine marketing offers PPC campaign management. However, you should go for a company that specializes in the management. Doing this allows you to be more targeted, focused and will give you an expert PPC campaign.

How to Select the Right PPC Management Firm

If you want to maximize your profits from the Internet you need to invest in pay-per-click advertising. When PPC is done properly it can give your business a tremendous increase in sales and revenue but you need to hire a professional PPC management company to help you.

I Am Smart Why Can’t I Do My Own PPC?
In order to do PPC well you need to be smart but you also need experience which is something that most of us don’t have the experience so you must hire a firm to do this work. If you don’t hire the right firm you could spend a fortune without seeing results.

Things to Consider When Screening These Prospective PPC Management Firms
When you are screening the prospective PPC management firms the first thing you have to look at is how many years they have been providing these services. The majority of these firms also offer SEO (search engine optimization) services so you shouldn’t have any issues finding these firms.

What Are the Costs Associated With This PPC Management Services
The fees vary from company to company but what you need to do is look at the potential return on investment. By investing money into PPC you should be able to attract new customers who should be long term clients. The small amount of money you invest will yield long term benefits provided you hire the right management company to handle your PPC campaigns.

Important Questions to Ask the Pay-Per-Click Management Firm
The first question you need to bring up is what type of results they have produced on similar projects in the past. You need to have realistic expectations on the return of investment you can expect. You need to speak with other clients who have worked with the PPC managers to find out what type of results they achieved. Once you have identified the firm that has the best reputation and track record you can hire them for this important task. PPC is one of the best marketing tools available to you and when done properly it can give your organization a massive increase in revenue.

Get the Most for Your Pay Per Click Dollar with PPC Management

The pay per click industry is huge and it is important to get the most ‘bang for your buck’ this is where a complete PPC management solution can be the right thing for your business.

SEO and Pay Per Click
The reason that many SEO specialists also offer pay per click or PCC services is because they both use similar analytics to work properly. It may be tempting to log onto a pay per click offer chose some likely sounding keywords and sit back. The company will happily accept your money and you will more than likely find little or no difference while the campaign runs. So, pay par clicks doesn’t work? It does work but it needs to be tightly focused on your business and what it sells.

Price versus Results
When you use a PCC management service they take care of everything. This means finding the best pay per click advertising and then selecting keywords that will bring customers wanting to make a purchase to your website. They will also allow you to monitor the traffic generated and the conversion rate.

PPC Management and Data
It is vitally important to have hard data on your pay per click campaign so that decisions can be made. This includes pulling the plug if it is not working. The conversion rate or the amount of people that buy something for the amount of people that click and come to your site is the primary measure of how successful the campaign is. The cost per click can factor in because of the cost per sale.

Bundling Pay Per Click And SEO
When you hire a PCC management service then you might consider using them to improve your sites SEO and offering a bundled solution that can keep costs down. The big advantage is the two pronged strategy of pay per click and search engine traffic that gives a much broader traffic profile. A managed solution with full traffic data clearly shows where the traffic is coming from and what the conversion rates are. This allows an evolving campaign that can quickly adjust to changes in the market.

Key tasks for managing PPC accounts

PPC Management evolves busy tasks, that with some time set aside can be done effectively. The following main points will quickly brief you on the main tasks to complete while managing a PPC project.

 

1. Keyword Research

Keyword research is a vital skill for PPC managers. This may require a bit of time to complete, but if done correct will benefit you in the end. Preparing a long list of keyword suggestions may be the start of this process, unless you have an intern to save you the time.  Who ever completes the list should be finalized by the PPC manager as the final decision on keywords.

 

2. Search Query Reports

Side-by-side with keyword research, search query reports accompanies keyword research as necessary task. Identifying negative and potential positive keywords will be critical for your searches and a great profile to have once dealing with the client.

 

3. Competitor Research

Along with any service or company comes competition. With PPC competitors, staying on top of them can feel like a full-time job, however it still doesn’t take away that it needs to be done. There are several tools and software’s available to help nevertheless, reports are still required to be reviewed.

 

Pulling data from competitive tools should be the start. Running AdWords Insights reports on a daily basis is another great way to stay on top of competitors. Possibly, in time, individual reports will be help to use in order to create graphs, which will enable examples of changes over time. This may be a great forecast to a competitor strike!

 

5. Audits

Having the highest HTML-savvy representative would be ideal. Audit the site set up for PPC management and request the client to complete a test form, along with having them check conversion tracking codes each step of the way.

 

Finding ad groups with extremely high amounts of keywords or keywords with low quality scores will be some extent of performing PPC account audits.

 

6. Reporting

Reporting can be the ultimate grunt work in the agency world, as the first few days of the month may be consumed by reporting obligations. On the other hand, reporting and organizing data will help with a simpler flow of PPC management in order to add proper insight or an analysis.

 

 

Simplify Your PPC Management With These Five Tips

PPC campaign management is a tough job — but there are a few things you can do to simplify the process and make it easier on everyone.

Clean Up Your Ad Groups
It might seem at first that throwing all if your keywords and ads into one massive ad-group is going to be easier to manage — but that’s not the case. If you take the time up front to create several (dozen?) tightly-focused ad groups, each with a few highly-relevant keywords, ads targeted toward a specific market segment, and landing pages that match the ads, you’ll find that the amount of work you have to put in on the back end is significantly smaller. You’ll also see your Quality Scores rise, which is huge!

Make Bulk Changes
Using campaign-level tools like Google’s AdWords Editor, you can change bid prices on dozens or hundreds of keywords at a time, or change which landing pages your ads are pointing to all at once. Because they work offline and then connect once to make all of your changes simultaneously, they don’t have any issues with network latency and they don’t end up with the occasional user getting stuck ‘mid change’.

Use Negative Keywords
Negative keywords are every PPC management firm’s best friend. There’s no point in having your ads show to people who type “free” or “info” or some other tire-kicker giveaway into the search engine. It not only reduces the amount of profitless clicks you pay for, but it also simplifies the campaign data analysis down the road by reducing statistical “noise”.

Dynamic Keyword Insertion Is Your Friend
Dynamic Keyword Insertion is the art of writing ads with variables in them — ads that will fill in the variable with the user’s exact search term when the ad comes up. They’ll see that the ad has their exact search term included and bolded in the copy, which will improve your clickthrough rate as well as your Quality Score. Cleverly used, it can also allow you write significantly few ads. Just switch from broad-match to exact-match, or you’re likely to end up writing ads that don’t make sense at all in context.

Use Ad Scheduling to Turn Off Your Campaign at Night
Ad Scheduling allows you to only run your ads during particular times of day or days of the week. If your data analysis has shown that the majority of your conversions come in particular parts of the day or week, you can simply only run your ads during the most profitable times.

Why Use a PPC Management Service?

PPC, or Pay-Per-Click, is a form of advertising that can have a significant impact on the amount of traffic that your website receives, and it can happen in a very short amount of time. However, the nature of PPC is that you have to pay for every click on your website — making sure you only get relevant ones is a tough business. One of the wisest courses of action is to hire a professional PPC management service to make sure you don’t end up paying a ton of money for useless clicks. They will ensure that your keywords are the right ones to draw in quality and qualified leads and they will make sure that your ad design is done in such a way that your website becomes visible almost immediately.

It will take you a great deal of time and energy to set up your PPC campaign and even then you can’t guarantee its success. Hiring a PPC management service will ensure it is done professionally and within a matter of hours. Right away, your money is being spent on leads that will convert to sales. If you want a quick result, choose PPC over any other form of internet marketing method.

PPC management professionals will make sure your keywords are the most effective ones for your product. They will keep your costs as low as possible while working to increase your profits. They will track reports from your campaign so they know what’s happening and where more energy needs to be directed.

PPC management companies are experts in running PPC campaigns; they know exactly what is required to make your business work for you, with the minimum amount of work and the least cost. Using a professional service means you have more time out concentrate on your existing customers and on processing new customers.

PPC management companies also provide a full monitoring service. This ensures that you get the best return for your investment and you can be confident that not just your business, but your budget and your reputation are safe in professional hands.