Pay Per Click Advertising Management


Companies don’t need big fancy billboards to spread the word about goods, services, or the brand. Instead, pay per click advertising (PPC) is a cost-effective and popular way to get information across to both new and old customers. The Internet is changing how people do business and market materials. Setting up a solid marketing campaign and learning how to manage PPC takes time. However, according to Forbes, pay per click advertising management is important enough that companies reportedly shilled out close to $8 billion in 2008. The following are some tips on how to develop, facilitate, and monitor pay per click advertising.

The Process of Pay Per Click Advertising

The steps involved with PPC advertising are fairly simple. People just need to take the time to put thought into their decisions. PPC is based around finding the right keywords so that customers find and are interested in the advertisements they see on a landing page. With the right keywords in mind, it is then time to find the right search engine. With this chosen, it is time to sign up for an account, write advertisement copy, figure out a budget, and identify the pages where the ads will be placed.

Understanding Keywords

The heart and soul of pay per click advertising are the keyword phrases customers use to search for products, services, and related topics. This is a chance to really think about what a company is selling, its mission, and what would lure a person here. Many search engines today offer tools to help people figure out which keywords to include (i.e. Google’s AdWords and Yahoo!’s Search Marketing are two such examples). There are also many other sources like Wordtracker that can offer people keyword assistance in exchange for a fee. For example, if a person was selling shoes, they would want to think about all of the different words and phrases that could be used by a person looking for deals on footwear or for a specific type or brand of shoe. Trends are always changing when it comes to keyword searches. This is normal since people’s needs and the market are always changing. This is why is it important to review the keywords on a bi-monthly or monthly basis. Watching traffic and sales will help people adjust and highlight keywords.

Selecting the Search Engine for PPC

The next thing to decide is the search engine one will use to market their advertisements and groups. There are 15 major or established search engines available. However, there are other options to look into other than Google. For example, one could use comparison shopping engines or business to business search engines for groups that focus on specific types of products. The type of search engine used depends on what is being sold. For example, if a person is selling clothing, they may want to specialize their search engine with or It is important to look into the different search engines and to think about what one would use when looking for a specific type of product. A website like Pay Per Click Analyst helps with PPC management because people can review the different search engines and what they have to offer.

Ad Copy

The advertisement copy or writing is a key piece of what lures in a customer. Pay per click advertising management is more than selecting keywords and finding a search engine. Instead, it is important to develop fun and catchy copy that can be read in a glance. Anything too long or using too many words can bore a viewer and will not get a group noticed. Think about why a person would want to click on an ad: saving money, special deals and promotions, etc.

Payment and Budget

Learning how to manage PPC campaigns means coming up with a budget a company can afford. After all, marketing online can be inexpensive but it is not free. This is why it is important to figure out the maximum amount one will pay to a customer. This means figuring out how much per click can be earned, commonly called the CPC amount, and what a group can afford per day. For example, a company may set the CPC at $.05 and may then set the daily budget at $1.

Monitor the Campaign

It is incredibly important to watch and see how keywords and advertisements are doing. This means logging in and identifying which keywords are performing and which might need to be replaced with alternatives. This is also a chance to be smart about how resources are allocated. An advertisement may have a high CPC but may not result in customers or profits. Thus, this makes the keyword costly without much benefit.

Target Audience

PPC management is most successful when a company is smart about to whom they are marketing their goods and services. For example, a tuxedo shop in New Orleans will want to not only promote the tuxedo rentals but also the location. Such a business would also want to hint at the events at which such clothing could be worn. New Orleans has not only the traditional proms and weddings but also Mardi Gras celebrations and music events.

Protecting Against Click Fraud

Fraud happens when people are clicking on advertisements without having any intention of investing in the company items. This happens when a person or software has other intentions. This can be quite costly to a company, which is why many search engines have systems in place to catch each instance of fraud. Monitoring traffic will help a company catch such things. There are also some companies that can record money if there is PPC fraud.

The above tips will help companies include the right keyword phrases to suit specific search engines. This is a chance to save money and to ensure that people do not spend too much on PPC management and understand how to make the most of this tool. With careful thought and planning, this campaign can reel in new customers and profits and provide a return on investments. This is why it pays to tread carefully and consider any and all options.