What to know about PPC management
Pay Per Click, or PPC as it more commonly known among industry professionals, is one of the fastest growing forms of digital marketing. The main reason PPC has come to the forefront of digital marketing is due to increases in the amount of things you can do with to your campaign to get your message across to the customer. The reason new advancements are made all the time for PPC is because it is heavily supported by Google – it’s Google’s main revenue stream.
Over the past few years the way Google has let people display advertisement has changed, with some major advancements in the amount you can include in your advert. A key area is that Google will allow the user to use site links to promote their product so with the consumers advert they can now display 5 links instead of the traditional one link.
Another key development made via PPC is that user can geo target the campaign, which has helped campaigns become a lot more focused. As a result of geo targeting this has allowed a lot of smaller companies come into the PPC market as they can still gain a lot of visibility through longer tail keywords with little budget. Google has also allowed users to put location mapping into their adverts through Places and has support this with offering a new service just for Google Places bidding. Also Google is now allowing users to integrate the Google Shopping results into the PPC adverts, allowing users to see all their products at the click of a button. This means that Google Shopping feed results will be displayed with the PPC results. PPC works using a click through rating, and recently Google has allowed trusted sites to extend the length of their adverts so there viability is higher than their competitors.
Managing a PPC campaign can be a time consuming exercise, as you need to ensure that you are improving you quality score all the time to make sure that you are reducing the cost per click. Having a good quality score will reduce the amount you have to pay to appear in the top positions for your target keywords. Although maintaining a high click through rate is important you make sure that words you are bidding on return a high ROI, so that you make sure your campaign is working for you. In conclusion managing a PPC campaign is about making sure that you keep control of costs and what you are spending you budget on.
You can make massive gains in rankings with PPC and SEO agencies, with search engines rewarding both strategies. A good marketing agency will often offer you both services, allowing you to benefit from both.
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