How Do You Get Your PPC Management Right?

Even if you have never heard of PPC—or seen it but are not sure what it is—you are probably familiar with it. PPC is an abbreviation for Pay-Per-Click advertising. And it is all over the place.

For example, when you search for something on Google, the ads that appear next to the search results are almost certainly PPC ads.

If you own an eCommerce store, getting your PPC management right is indispensable because:

• Approximately 75% of online users believe that search ads help them find the information they seek.

• PPC has a flexible payment structure—you only pay for the clicks you get. This means that PPC can be used as the bedrock of your overall marketing strategy or as a strategic add-on to drive more traffic, sales, and revenue.

“I already know what it is, and it’s quite handy. Let’s get started with this right away!”

Well, hold your horses!

As uncomplicated as PPC may sound, the question is whether you can use it wisely and avoid the most common traps that can put a big dent in your marketing budget. In other words, it is time to think about PPC management.

What is PPC management?

PPC is a pretty well-known internet advertising strategy. It is used to bring traffic to sites and works as follows:

• For each ad click, an advertiser (you) pays an ad network (also known as a demand-side platform) like Google that connects advertisers to the websites that offer ad space.

So, how much will it set you back?

Well, with PPC through search engines like Google, there is bidding to consider:

• An advertiser (still you) bids on relevant search terms in the hopes of increasing the exposure of their ads. This is determined by whether the ads are text-based or image-based.

Should I engage a PPC management company to manage my PPC campaigns?

Most (savvy) businesses hire professional eCommerce PPC services to get the most out of their PPC advertising. But there are some that prefer to hire an in-house PPC expert to manage their paid search strategy.

Here are two key reasons why hiring a professional PPC management company is a better business decision:

• Professional PPC management companies offer a plethora of PPC management services. They can take charge of tasks such as researching audience-specific search terms, finding the best platforms to advertise on, and identifying exploitable cracks in the competitors’ marketing strategies. They can also double as your Google Shopping agency, increasing the effectiveness of your image-based product listings on Google Shopping.

• Professionals can optimise your PPC campaigns for a higher ROI and lower ad spend, thanks to their experience and breadth of knowledge. This means that, while they are more expensive to hire than an in-house specialist, campaigns set up and managed by PPC management companies will likely end up offering more bang for your marketing buck.

Hiring a PPC management business is clearly a better alternative to hiring an in-house specialist. So, if you want your online advertising to have the greatest possible impact, spend some money and hire a professional.