PPC Management and Conversion Analysis
May 6, 2008
How do you define success?
What do you want to accomplish with your PPC management campaign?
If you want to be successful with PPC campaign management, you need to know the answers to these questions. Only a fool would give hundreds of dollars to a PPC management company without clearly defined goals and objectives for the campaign.
Are you working with a PPC search engine management company that has promised you the moon? It’s easy to be entranced by the promises of online marketing. It’s immediacy, the incredible potential for returns and the targeted contact with your future customers is enticing.
Don’t be wooed by a PPC management company without having some solid facts. You need to know what your goals are and how you define success. What is a conversion for you? Whether your goals are increased brand recognition, more sales, more visibility for your business, increased traffic, increased lead generation or a variety of other venues, you need to communicate this effectively to your PPC management firm.
Your PPC management service is a relationship between you and the firm. Your Google Adwords management directly depends on how open and clear you are about what you consider a conversion.
Once you have established your goals and what you think a good conversion is, you can work on fine-tuning the PPC account so that you are spending less and less and watching your conversions increase.
Every industry is different. Lead generation, for example, can be difficult to garner a conversion if the website that the PPC campaign is led to is lacking a good design or smart call-to-action pieces. Ecommerce, on the other hand, is more dependent on the products and services, so the PPC campaign needs to have good keywords that accurately explain the products and services offered.
If you are not seeing a good rate of return on your money, question the PPC management. After all, you are spending a large portion of your marketing money to get good results. Find out what you can do to improve the conversion rate or talk with your PPC management account representative to get a clear picture of how your money is being spent and the Landing Pages that your visitors are being driven to. Knowing this information can help you to reap the benefits of PPC without spending all of your money to get there.