PPC Management
Effective pay per click management can be used to increase traffic, reduce cost per click and boost profit. A well-managed pay per click campaign can, in fact, make the difference between profitability and loss. The decision to outsource management of your pay per click campaigns should therefore be seriously considered and the pros and cons weighed up before trying to save money by doing search engine marketing in-house. Some points you should consider are:
The Internet advertising agency could dedicate account managers, Google Qualified AdWords Professionals and search engine marketing experts who have years of experience with PPC campaign management
- Do you have pay per click management expertise in-house?
- Does your company have similar expertise in-house?
- Will you need to hire new employees and train them?
- Will you need to train current employees on pay per click?
- How long will it take to grow and train your in-house PPC management team?
- Can you dedicate the time and resources?
Setting up a pay per click campaign and managing it can be a very time-consuming exercise. Typical campaigns with just 10,000 keywords can take 1-2 full days to set up and organize correctly, and this does not include time required for keyword research, competitive analysis or learning how to use the Google AdWords and Yahoo! Search Marketing systems.
- Have you estimated the set up time correctly?
- Have you estimated the daily campaign maintenance time?
- Have you estimated the campaign management and review time?
- Do you know how much PPC training can cost?
- Did you account for developer time required to build landing pages?
- How much time would your sales and offline marketing team need to dedicate?
- Are your PPC managers familiar with marketing techniques?
PPC management involves strategic placement, copy writing, copy testing, split testing, tracking, visitor analysis, segmentation, convergence of online and offline marketing and synchronization of online and offline sales.
- Can your campaign management team write good marketing copy?
- Is your pay per click team excellent at number crunching?
- Will your PPC campaign managers know where to place your listing ideally?
- Do your development, marketing and sales team work efficiently together?
- Can your pay per click management team speak foreign languages?
