The Importance of Effective PPC Management
Pay per Click is now the leading choice for UK
advertisers. Delivering volumes of targeted traffic from the outset and
requiring no initial investment, it's not hard to see why.
Whilst the benefits of PPC are widely known, they do come with a note
of warning. Paid search requires an in-depth understanding of the
requirements and techniques used in this unique environment. It isn't
like creating a newspaper advert and buying a space in the publication,
your PPC campaigns need continuous management.
As the name suggests, you are required to pay for each click that one
of your adverts receives. You can't therefore simply let it off the
leash and allow a campaign to progress unguided and unchanged,
otherwise you could end up hopelessly out of pocket with no revenue to
speak of. PPC is a real-time advertising platform, it allows you to
adjust and readjust your advertisements as and when required; affording
you the opportunity reassign budgets, rewrite ad text and include
Avoiding the Pitfalls of PPC
Managing a PPC campaign requires a fair degree of knowledge of the paid
search model. Whilst anybody can get traffic by targeting a few
keywords, bumping up your bids, putting ads on broad match and creating
a huge budget, is this really the most effective way of advertising
Pay per click management is all about a laser like focus. It is about
understanding how to optimise successful campaigns and adjusting those
that aren't doing so well. Above all though it is about getting
targeted traffic in the highest quantities for the least amount of
money. This, of course, is no mean feat.
Let's start with the dangers of PPC. If you're new, where do you start?
Do you get a book and try to learn it? Do you visit Google AdWords or
Microsoft adCenter and follow their tutorials? Do you ask someone in
the know? Essentially, whatever you do before getting going with your
paid search campaign, you need to have a fair level of understanding.
Trial and error is all well and good, but it could end with a lot of
wasted money and frustration.
A PPC budget can be swallowed in minutes if you allow adverts to run in
broad match or don't fully understand the bid pricing principles. For
starters broad match is quite a dangerous tactic, particularly for
those with limited resources. Rather than focussing on your keywords
and only appearing for these terms, broad match will have your ads
appearing on SERPs with little more than a passing relevance to your
site and services. Fine for those who just want traffic at any cost
(Amazon and eBay are two good examples), not for those on a shoestring
Effective Paid Search Management
Your budget can be set with a daily limit, ensuring that you don't
exceed your means. Proper PPC management can ensure that this budget
goes further. By integrating additional relevant keywords and banishing
negative keywords (those searches that are irrelevant to what you
offer), you help hone in your ad campaigns. Similarly, you can set
adverts to appear at certain times of the day whenever you want
throughout the week. So if your business is busiest in the evenings on
weekdays, you can set them to appear accordingly.
Wastage is the bane of any Pay per Click campaign. You can't simply
allow it to run away from you, it needs monitoring and constant
development to really succeed. PPC is an entirely unique way of
advertising your business and it has to be accorded a certain respect.
Just as you wouldn't go out and create a television advert on the hop
and then casually distribute it across numerous stations without any
regard for audience, PPC requires planning and effective management to
Article Source: http://www.articlesbase.com/marketing-articles/
About the Author
Stephen Logan works as a Copywriter for leading Southampton
SEO Company Impact Media. They offer a full range of search
marketing solutions including expert Pay
per Click Management.