PPC, or pay-per-click, advertising is a powerful way to target your ideal audience and get them to purchase your product or service. It’s a critical part of your digital marketing strategy. PPC helps you reach people likely to become customers and get them onto your website. But this can be a confusing process to master, and mistakes can be costly. That’s where a strong PPC management plan is needed to optimize your advertising strategy and grow your business.
What is PPC Advertising?
Pay-per-click advertising is one of the most common forms of advertising on the internet. It’s a part of search engine marketing. And it means you pay for the ad only when a lead interacts with your ad by clicking on it. That also means that you pay only for people who are very likely to become customers – they’ve shown interest and purchase intent with that click. PPC helps you bring in leads who are very likely to convert.
PPC is a form of quick leads – a way to get new leads for your business fast, but for a cost. The other way of getting leads through search engine marketing is by creating content that ranks organically in search engine results. These sustained leads are effective, but they take several months at least to rank in Google and other search engines. If you need leads fast – because you have a business to grow and bills to pay – quick leads like PPC campaigns are your best bet.
PPC campaigns are most often found on search engines, like Google search ads. They can also be used on social channels, but these use CPM (a measure of impressions rather than clicks) more. PPC also uses ad networks like Google Ads (formerly Google AdWords) to provide display ads when appropriate.
What is PPC Management?
PPC management involves a wide range of activities, including creating and adjusting goals, introducing new keywords, optimizing conversion paths, split testing, and modifying plans to reach your goals.
Managing your PPC ads requires looking at both your ad strategy and your ad spend. This means you need to keep iterating on your plan to optimize the effectiveness of your keywords. After all, keywords are subject to trends, so they rise or fall in search volume and difficulty. PPC management also means deciding how to allocate budget and ads to specific keywords, and how to adjust those resources to maximize your return on investment.
A thorough PPC management strategy also requires paying attention to the ad providers like search engines, ad networks, and social channels to stay on top of updates and changes that will impact your ad campaigns.
Why Do You Need a PPC Management Service?
PPC ads are an incredibly effective way of growing your business. It’s getting harder to get your content to rank organically on sites like Google and Bing. Keywords are becoming more competitive as more and more businesses discover how important SEO and content marketing are to the success of their brands.
That doesn’t mean you should ignore SEO entirely – it’s still a critical part of your long-term growth plan. But while you wait patiently for your content to rise in the search rankings, you still need to get new customers in the door and pay your bills. That’s where PPC ads come in. When they’re done right, they can get you real results fast.
Avoid Expensive Mistakes
But when PPC ads are done wrong? They’ll cost you twice – once in the lost business you’re failing to bring in, and again in the money you’re paying for ads that don’t work. Paid ads are especially important in a competitive or crowded market. They help you stand out fast from the rest of your competition. And they bring you prospects who otherwise wouldn’t know you exist. If you’re only focusing on SEO, your content will get lost in the search pages below all your competitors’ ads and high-ranking content.
Monitor Your Results Regularly
Paid advertising like PPC ads isn’t something you can set up once and forget about. It requires constant fine-tuning, regular deep dives into analytics, keyword research, tracking, and constantly monitoring ads. And you can’t forget about the details of creating a seamless user experience for the people who click on your ads – setting up landing pages that convert those clicks to customers.
As a business owner, you already have plenty on your plate running your business. You probably don’t have time to manage your PPC campaigns too. And if you’re a small business, you don’t have a marketing guru on staff to do it either.
Saves You Time and Effort
PPC management services take care of all those details for you. PPC management services don’t just create ads for you. They will usually provide copywriting for maximum ad impact, optimize your bidding strategies, conduct competitor and industry research, and analyze your results.
PPC management is a big undertaking. But it has huge benefits for your business when it’s done right. The investment in a PPC management service can pay off in a big way for a growing business.
Get PPC Expertise and Watch Your Business Grow
Don’t let your PPC spend go to waste – but don’t risk missing out on the benefits of PPC advertising either. Get expert PPC management and a complete digital marketing strategy from the experts at C1M. We’ll provide a customized plan based on your business and goals, give you the digital marketing tools you need to succeed, and measure that success in real numbers for you. Invest in the future of the business you’ve worked hard to build.
Schedule your free business review with C1M today and get on the path to growth.
