PPC Management

Google Ads are one of the fastest ways to generate new customers with a positive ROI. The question is, what makes for a good PPC management strategy?

In this beginner’s guide, you’ll learn exactly how to plan, execute and optimize your PPC strategy. From goal setting to campaign structure and optimization, you’ll be up and running with profitable PPC campaigns in no time.

Before we dive in, let’s define exactly what PPC management is and what it means for the savvy ROI-driven marketer.

What is PPC Management?

PPC management is where a marketer (or team of marketers) oversee a company’s entire PPC ad strategy and budget. This can be done by an in-house team of marketers and media buyers, or outsourced to an external agency.

A PPC expert (or agency) usually takes care of the following tasks:

  • Keyword research: Uncovering and identifying the keywords that your target audience are searching for.
  • Target channels: Selecting which paid media channels to pursue. These can include Google Ads, Bing Ads, display networks and even social media advertising.
  • PPC monitoring: Measuring each campaign and keyword for effectiveness, ensuring PPC efforts are yielding a positive ROI.
  • Competition analysis: Looking at what the competition is doing, which keywords they’re targeting and the ad creative they’re using (to uncover gaps they can fill in on their own).
  • Campaign optimization: Monitoring campaign structure and optimizing based on top performing keywords. For example, if 10% of keywords bring in the majority of business, you may want to focus your budget on those keywords to boost ROI.
  • Split testing: Constant A/B testing of new ads and landing pages. Regular experiments across the entire PPC funnel.

Not every organization has the resources to hire an in-house PPC manager. Therefore it may make more sense to hire an agency — especially if you’re new to the world of PPC (and media buying in general) or lack in-house resources to take care of it yourself.

Now that you know what PPC management is, let’s look at how to do it effectively within these four key areas.


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