PPC Advertising Management

PPC (Pay-Per-Click) advertising management can be more complicated than it looks and mistakes can be very costly.  But whether you hire someone to manage the task for you or do it in-house, planning and monitoring closely are key to both success and getting the most cost-effective results.

PPC advertising management can be more complicated than it looks and mistakes can be very costly.  But whether you hire someone to manage the task for you or do it in-house, planning and monitoring closely are key to both success and getting the most cost-effective results.

Detailed monthly reports are furnished and our clients have ongoing 24/7 access to tracking software that is integrated with your PPC program.

Notes for a PPC planning document.


(For definitions of PPC terms (in bold) please go to our
PPC Glossary)

  1. Make a thorough Keyword Analysis where all potential keywords are identified together with the specific pages (URL addresses) where these keywords are located on your website. Some of these (or even all) will be your Landing Pages and they should be highly relevant for each keyword.
  2. Define your Market area. You do not want to be paying for clicks in Los Angeles (or Tokyo!) when you can only deliver your product or service in New York. Market areas can be defined in most PPC programs. Be careful of using a Search Engine’s affiliate advertising (Google has thousands). Large companies with products of nearly universal appeal across market areas can use affiliate advertising successfully but others should be on guard.
  3. Check the current Cost Per Click (CPC) for each of the keywords or key phrases identified. Make note of the bid amount that will allow your ads to be placed at the top of the Search Engine’s “Results Page”, but also be aware that you do not always need to be in the top position to be effective.Our prices for PPC Advertising Management are generally $1,500 to set up a campaign, then between 8-12% of PPC spend as an ongoing management fee. Detailed monthly reports are furnished and our clients have ongoing 24/7 access to tracking software that is integrated with your PPC program.
  4. Collect all related keywords into separate Adgroups. You can have several Adgroups of these related keywords in a single campaign. Doing this will allow you to easily change your focus to specific product areas without changing the entire campaign. You can simply pause one or more adgroups while allowing the currently desired adgroup to run.
  5. Closely monitor new campaigns (several times a day) noting the Average Cost per ClickClick Through Rate (CTR), Conversions Rate, and Cost per Conversion , etc.  (Note: It will be necessary to install free Conversion Tracking software on your site) This will be extremely important in “fine tuning” your campaign and establishing a realistic budget and cost effective PPC campaign.
  6. Write some good PPC Ad copy. Having separate adgroups will also insure that the you write for each is highly relevant to your keywords and thus rank higher. This is challenging at first because of the very limited number of words or characters allowed. Like any ad it needs to be competitive among the other ads out there so take a good look at how others have dealt with these limitations, then write 2-3 ads for each of your adgroups.
  7. We recommend using Google Analytics for your visitor tracking software because it can be integrated with your PPC program and allow you to easily determine your organic versus PPC traffic, PPC conversions, etc.
  8. Ad Scheduling is an important element of your PPC campaign. Ads can be scheduled to appear or not for certain hours of the day, days of the week, weekends, Saturday only etc. If you are on the East Coast and have otherwise targeted specific market areas you may not want your ads to run after five pm Eastern. There are lots of  of scheduling options to accommodate any purpose(s).

Detailed, Written Reports are furnished on a monthly basis, and all clients have 24/7 online access to integrated website tracking software.

We can also design a PPC advertising management plan for you to use in-house. Contact Us today with your thoughts on what you want to accomplish and some idea of initial budget. Price depends on the overall size and complexity of your program.

 

ComponentsBasic PlanAdvanced PlanAggressive Plan

Monthly PPC Spend

Up to $2,500

$2,500 – $5000

$5000 +

Initial Set-up Fees Campaign Development & Strategy

$750

 $1,000

$1,500

Management Fees

$250 10% of Spend 10% of Spend

Number of Keywords

Up to 100

Up to 200

Up to 500

Google PPC

 ✓ ✓ ✓

Yahoo/Bing

  ✓ ✓

Facebook

 ✓  ✓

Thorough Keyword Analysis

✓ ✓ ✓ 

Ad Campaign Copywriting

Keyword Insertion into Ads

Ad Copy Performance Testing

Conversion Tracking

Strategic Bid Management

Google Analytics

Monthly Keyword/ Spend Report