PPC management (or Pay-per-click management) is one of the most fundamental strategies online marketing managers use to increase visibility of their business in search engine results. Much like using Instagram analytics to get the most of your social media profile, PPC is used to drive higher gains out of search engine results.
It’s something just about every online business invests in sooner or later. Some use it as a permanent part of their SEO strategy while others use it as a ladder to gain short-term benefits of search engine visibility.
As can be seen in the image above, Google has the biggest chunk of the global search engine market by a long measure. This is why people use terms like PPC and Google AdWords synonymously because most of the budget a company sets aside for PPC goes in Google’s pocket, for obvious reasons.
So, let’s begin with learning what PPC actually means, before we move on to other important topics in the discussion.
What is AdWords Management?
PPC, in the simplest of terms, is a service that search engines (Google, Bing, Yahoo, etc.) offer so that businesses can place ads in strategic spots within search suggestions for better visibility. These ads are usually placed on top of organic search results so that users looking for a certain keyword find a few of these ads strategically placed in plain sight.
This is how search engines make their money, by letting businesses take advantage of the search results (the key product search engines have to offer) and getting access to search engine users in huge numbers.
Google AdWords is the name of the PPC service Google provides, and, since Google’s popularity around the world has increased so much, it’s become a synonym for online search (people now say “Google it” instead of saying “Search it”).
How Google AdWords Works
Managing AdWords is managing PPC for Google. It’s a rather simple process. By that, we mean understanding how AdWords (and PPC, at large) works is quite simple; however, setting it up for successful campaigns is nowhere near easy enough (we’ll get to that in a minute).
To understand the process of AdWords management, you must know a few key terms.
The only one we’re going to define here is ad campaigns. An ad campaign is the collective activity you perform using a certain set of ad groups and the same ad settings. Each campaign is driven toward more visibility in search suggestions around a focus keyword.
To learn about the rest of the AdWords jargon, read this great AdWords glossary.
Now, to begin using AdWords you establishing an ad campaign. Your campaign allows you to organize your paid advertising labors in an efficient manner, and you’re allowed to run multiple campaigns on Google.
These campaigns allow you to create ads you want to show in Google search results based on keywords of your choice.
Now, no matter how well you understand the jargon, you can’t make AdWords (or PPC, in general) work for you if you aren’t good at PPC management. Of course, it requires a certain skill set, which is unusual and specific. This is why smart business owners take professional help for their PPC work. There is a ton of reasons why you should hire PPC HYPERLINK “https://searchenginewatch.com/sew/opinion/2343094/10-reasons-to-hire-a-ppc-management-expert”professionals rather than try it on your own. It’s all about knowing the tricks of the trade, just like knowing what’s the best time to share a post on social media on any given day.
Wouldn’t you rather pay a fee and run successful PPC campaigns, than save that one cost but keep running dud campaigns yourself?
Selecting a PPC Management Company
There are countless PPC management services available on the Web. If you run a search for the keyword, you’ll get results in hundreds of thousands. However, most of them are unspecialized businesses, start-up teams, trying to milk the cow and catch clients who are looking for cheap services without much focus on quality.
However, we’ll advise you to pay bucks for high quality services if you really want results out of your PPC campaigns.
Now, when you’re looking for the right partner to take over the job for your website, there are a number of factors you might want to consider in a PPC HYPERLINK “https://moz.com/blog/how-to-choose-a-ppc-agency” services HYPERLINK “https://moz.com/blog/how-to-choose-a-ppc-agency” company. Two of these many factors are more important than others and we discuss them briefly below for this reason.
The foremost quality you should look for in professional PPC management services is the breadth of services they offer. You don’t want to work with a team that only does some parts of the job and doesn’t have a clear plan of action for the rest of the process.
Go for a company that gives you a detailed plan and strategy for what they want to do for your PPC goals. See if they can promise certain results for the work. Confident teams will do that, but watch out for unreasonable promises.
Don’t be nervous. Arrange meetings with a handful of companies who are willing to work with you. Meet them and see what they have to offer.
An important step in the process of selecting your PPC management team is going for their customers. See if they can provide you contact details for customers you can talk to and ask about the service they have. You can look for independent reviews and testimonials on the Internet, and a lot of companies showcase their big clients on their website (whom you can reach without letting the PPC management team know).
With focus on these two steps, in particular, you’ll choose the right agency for the job.
In short, for successful PPC campaigns, you need to be smart, focused, and willing to let experts take over on your behalf.