Adwords Management - A Real Time Saver
If your business has been actively utilizing pay per click marketing as part of your online promotion strategy, you have probably ended some days feeling like a champion and some days feeling like a ppc loser. Pay per click is not an easy, laid-back game any longer and requires a significant amount of time, effort, and understanding to really benefit from.
There is really no reason to feel ashamed or frustrated if you are finding that you have less and less time in a given day to try to keep up with the nuances and intricacies of pay per click advertising. In this increasingly specialized field, an emerging service has developed centering around adwords campaign management.
There are a fair number of individuals and companies who are willing to manage your adwords campaigns, and other ppc networks for that matter, for you. While the costs to receive this service are not cheap (assuming you are working with an established and reputable expert), the savings in time, money and hassle can be well worth the expense.
As with any other aspect of your business, pay per click advertising management comes down to a simple question of whether your business is best served by your handling this task in-house or whether your time would be better spent on other areas.
These are the decisions that every business faces on a daily basis, ppc is no different.
I know that a number of my clients have experienced an ‘ah-ha’ moment after hiring me to manage their adwords campaigns. The headaches and hassles are no longer theirs to deal with, they need only interact and direct the management effort from the highest level.
The time savings, increased ROI and decreased stress are three benefits of utilizing professional pay per click management.
Consider whether your enterprise might benefit from adwords management today.
PPC Management - Google Reports
If you are an active, or potentially active, pay per click advertiser then you need to understand the importance of data. Within your ppc campaign management area, you will have access to an increasing amount of data relating specifically to your pay per click efforts. Now having all this data is all well and good, but what separates the men from the boys in the pay per click game is knowing what data is important and how to interpret it.
This is where a useful section of your Google Adwords account comes in very handy: Reports. Yep, sounds boring and is likely to be ignored by most Adwords’ users. However, learning how to produce usable and actionable data from the Reports section is a critical component to climbing to the top of the ppc mountain.
Reports can help you weed out sites and keywords that are sending you traffic that does not convert, allowing you to reduce costs. Reports can help you to split test your ad copy on a consistent basis in order to improve your CTR and quality scores. Reports can help you target the exact audience you are looking to target while avoiding markets and areas you have no use for.
That’s right, reports may seem quite boring, but in the hands of a knowledgeable ppc expert, they can make your ppc management result in dramatically improved results.
PPC Management - Keyword Targeting
When building out your pay per click campaigns, an important area to pay attention to is keyword matching options. While this functionality is called slightly different things depending on with pay per click service you are using, most major PPC engines offer a variety of keyword match types. Understanding these types and utilizing them for your benefit can mean the difference between a successful ppc effort and a failed one.
Why so dramatic? Well, I can’t help myself as getting the keyword matching options wrong can ‘clean out’ your advertising budget faster than you can say ‘why didn’t I pay attention to that?’
You see, just because you are bidding on a particular keyword phrase, for instance “blueberry” doesn’t mean that your pay per click ads won’t show for something related, but totally not offered by your site, like “blueberry colored automotive paint”.
Obviously, if your site is offering blueberry recipes, a visitor searching for auto paint is likely not going to become a customer of yours(though you have to wonder what kind of a person would paint their car that color anyway).
Regardless, the keyword matching options are there for your benefit and should be used exhaustively to give you the best return on your pay per click advertising spend.
PPC Management — Adwords Quality Score Updates
If you have been advertising via pay per click using, you have likely come face to face with Google Adwords’ dreaded/beloved quality score.
By assigning a quality score to each keyword in your campaigns, Google is able to show ‘the most relevant’ ads to their users, in order to ensure the ‘best user experience’. Whether that is actually the result or not remains to be seen, but what is certainly true is that every advertiser using Google Adwords absolutely must cater to their quality scores. To ignore them only results in poor performance and decreased return on your advertising dollar.
This is really nothing new, Google’s quality score has been around for a few years now.
However, just recently announced changes to how the quality scores will be calculated and affect your ad performance could have a dramatic impact on your account’s success/failure.
It appears that quality scores will now be calculated in a near real-time basis, rather than an initial and periodic calculation we’ve seen in the past.
This has many possible affects on your advertising strategy, including how closely you monitor your adwords account. I will go into more details in future posts, but this seems like another reason why hiring a ppc management company might be a wise move if you don’t have the time to monitor your efforts consistently.
PPC Management and the Google Content Network
I’ll be honest.
I have a secret that I’ve been keeping. I can’t help but let it out.
My favorite PPC network is without a doubt the Google Content Network.
What was once a confusing and untameable beast has become a reliable traffic behemoth. Smart ppc advertisers have realized this and are reaping the rewards.
Google has done a lot of work to help advertisers win the fight against click fraud and ‘made for adsense’ sites. These drags on ROI used to make the content network a joke and waste of time, but times have definitely changed.
Whether with improved placement performance reporting or the ability to prevent ads from showing on unwanted and ineffective websites, Google’s content network has become a great place for informed businesses to advertise.
I don’t want to mislead you, the content network is still a beast that can drain your ad budget faster than you can imagine. But, it is now a tameable beast for regular content network advertisers like myself and my clients.
In fact, Google is promising future improvements to the ‘refinability’ of the content network campaigns, a welcome sign for those companies reaping the rewards of proper Google content network campaign management.
Should You Bring PPC Management In House?
Are you looking into PPC management services? You can find an array of PPC management companies out there that will happily take on your business. There isn’t a shortage of good PPC companies out there. But should you allow a PPC firm to take on what you could possibly handle in house?
To answer that question, you need to take a long, hard look at your business. What do your resources look like right now? Do you have anyone there that has done PPC search engine management in your business? Do you have anyone there that is willing (and able) to learn everything that you need to know about paid search and Google Adwords management?
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Why Should You Outsource Your PPC management?
google adwords campaign management
How much time do you want to spend with your PPC management? For some companies, it makes more sense to bring a PPC analyst in-house and keep all marketing efforts in one place. For other companies, it makes far more sense to hire a PPC management firm with all of the experience and resources that you will need.
Let’s be honest. Do you have the resources or time to learn all of the different, complicated processes that go into solid PPC management? There are a number of techniques, tips and tricks that you need to master to have a successful PPC campaign. Do you want to take the time to learn all of this or would you rather pay a firm that has the experience and knowledge needed already?
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Smart Keyword Strategies
Increase your conversions. Save money. Isn’t this what all companies want out of their PPC search engine management team?
Keywords are an incredibly important part of your PPC efforts. A good PPC search engine management team can direct down a good path towards choosing keywords that are right for your business. Good keywords translate into higher sales and lead generation information at a lower cost.
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Ad Text Suggestions
How are people finding your website with your current PPC management company? You are bidding on a number of keywords, but have you reviewed your ad text lately?
Do a test with your PPC management service. Type in some of the keywords that you are bidding on and see what your competitors have for ad text. After all, the ad text is what will capture your target market’s attention and bring them to your site. You need to make sure that your PPC search engine management company has great ad creation for the success of your business.
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Pay Attention To Landing Pages
pay per click management company
Have you discussed your landing pages with your Adwords management team lately? If you want to find a way to increase your conversions, the key could be in the landing pages that your Adwords management team is directing your paid search listings to.
Where do your visitors enter your site? Do you have one landing page in your PPC campaign, no matter what keywords you are bidding on? If so, this could be a problem.
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Expert Campaign Management
