PPC Campaign Management
Pay Per Click Consulting Services, advice on software
Over the past few years the Pay-Per-Click landscape has evolved into display advertising, demographic targeting, and remarketing, which means that every click can be targeted and cataloged for maximum results. This also means that your PPC consultant has to have the equivalent of an associate's degree in online marketing just to be effective, and unfortunately there are not as many people who are good at PPC as your agency would like you to believe. In fact, many top agencies could be ripping you off, and unless you do a forensic analysis of your PPC campaign you will not know how much of your money is going out the door. If your ROI is tanking, you aren't getting good conversion advice, or you feel like your PPC management agency is throwing junk clicks into your campaign to increase the percentage they get paid to display your ads, then now is the best time to get an independent review by a disinterested third party. For the purposes of this article we will say that disinterested means that they will not be getting your PPC account if they dig up a ton of dirt, but if you can't afford to pay for an audit then you might get a competitor to analyze a PPC campaign for free if they think they will make a sale. Just make sure that the competitor doing the analysis sends you a detailed report on "what they would fix and why" before any money changes hands.
PPC campaign management can be very challenging. Without experience managing several dozen accounts, you may be losing opportunities to optimize conversions, save money, reduce your cost per click, and even get higher positions on the search engines at a lower cost. Pay Per Click campaigns require budget adjustments, targeting, content and search matching, and regional matches that aren't familiar territory for the average person. Furthermore, there are nuances in Adwords and Bing MSN Adcenter that need to be addressed seperately in order to ensure that you get the best bang for your buck. Expert campaign management and consulting will also help you target demographics by search engines, or find software that can create rules based bidding so your product's ROI can determine which keywords you bid on and which ones you cancel.
Notes and Special Information
Special note: Most PPC management companies charge you a percentage of spend, but this means you have to make sure that they aren't intentionally sending you junk traffic in order to drive up their commissions. If your cost per conversion goes up instead of down, you may want to keep looking.