Paid advertising can be incredibly lucrative and platforms like Google Ads allow you to reach your target audience in a cost-effective manner.
The caveat is, is that you must take the time and effort to create streamlined ads that utilize keywords correctly while also understanding the different nuances of things like bidding, negative keywords, and ad types.
Doing this requires a careful, considered, and detailed approach and using techniques like PPC management. In this article we discuss PPC management, what it involves, and how it can benefit your paid advertising campaigns.
PPC management is essentially the process of controlling and monitoring your PPC ads closely to maximize results.
This can be done in-house by your marketing team, or you can hire a Google Ads marketing agency that specializes in PPC management.
Instead of simply creating a series of Google Ads and hoping they work, you are taking a more in-depth and detailed approach. This includes proper keyword research, looking at different ad channels, and testing ad variations for example.
With an understanding of PPC management, we can now delve into the finer points and look at what this entails.
One of the main aspects of managed PPC is keywords. Keywords are vital to the success of Google Ads campaigns as they related to what people are searching for when your ads are displayed.
The first part is to find the right keywords for your business and ads. This involves using keyword research tools and analyzing your customer’s searching and buying habits.
With appropriate keywords select and inserted into your ads, they must then be analyzed to see which ones are the most effective and getting the best traction.
To create effective Google Ads you must utilize the right channels. There are around 8 different ad types including search ads, display ads, social media ads, retargeting ads, video ads, and local service ads.
It is the responsibility of the PPC manager to select the most appropriate ad channels – the ones that are most relevant to your business and should yield the best results. This could be a process of trial and error and it will likely be an ongoing part of your PPC management as your business grows and evolves.
Of course, you can’t simply do all this research and analysis, create your ads, and then stop! The hard work continues and the best PPC management involves active ad monitoring.
The PPC manager should be continually assessing the ad performance to see what is and isn’t working. Adjustments can then be made such as changing keywords, writing different ad copy, or even using different ad sizes and channels.
This is another continual process and if you used a third-party Google Ads marketing agency they would most likely assign a PPC manager who would provide weekly feedback and adjustments.
Competitors can be a trove of information and you can look at what they are doing to see what is and isn’t working in your industry. You can never plagiarise and rip their ads, but you can use various tools to analyze competitor keywords for example.
Knowing what your competitors are doing can help improve your own ads but also show you niches that they have missed where you could gain more customers or build new audiences.
Google Ads has a split testing feature where you can quickly test multiple iterations of the same ad. You could change aspects of the ads like headlines, titles, text, and images and then run split tests.
This is another core component of PPC management and it allows you to see which versions of your ads are the most effective.
So now you understand what PPC management involves, why should you care? There are many benefits to managed PPC and using a Google Ads marketing agency and I have listed them below:
Ultimately, managed PPC affects your bottom line. If you can manage your paid advertising and create better ads, you will hopefully get better end results with more conversions.
It means that the money you invest in PPC marketing is worthwhile and you can use the profits to grow your business further.
If you create Google Ads without any knowledge and research, your money will be uncontrolled and potentially wasted.
In contrast, managed PPC means everything is ultra-focused and targeted. This should mean that every dollar spent is worthwhile and your marketing budget is being used effectively.
Part of PPC management involves keyword research and utilizing customer data. This data can be used in other areas of your business like website SEO and email marketing. As a result, you can improve your business focus as all your different marketing strategies will be working in tandem and using the same data.
Without effective PPC management, your online marketing strategies will likely be ineffective and you will not get the best ROI. You need to control and monitor your PPC campaigns closely to make sure they are targeting the right customers, maximizing the potential of your keywords, and achieving your marketing goals.
While it is possible to perform PPC management in-house, it could be beneficial to look at the services of a PPC manager from a third-party company. Working with a PPC manager allows you to let them take the reigns and maximize your marketing while you concentrate your business efforts elsewhere.