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Management Of A PPC Marketing Campaign

May 1, 2008
In the age of the virtual consumer there is no venue of advertising more widely utilized than the internet; unfortunately, this means that everyone is doing it. It makes it very difficult for the small businessman or woman to gain the proverbial "leg up" on the marketplace. For this reason many are looking for an alternative to traditional means of marketing.

Many have found this in the form of pay per click marketing through Google AdWords. Anyone who has ever taken the time to investigate the potential of advertising on the internet will be familiar with Google AdWords. AdWords allows marketers to build their advertisements around specific keywords. These advertisements will then be displayed on the side of the screen in a search engine search for these keywords.

Anyone unfamiliar with Google AdWords has only to go to www.google.com and enter a search term into the box. They will be relocated to a screen with a separate section to the side designated "Sponsored Links". The ads in these sponsored links were created through the use of Google AdWords.

Launching and managing a Google AdWords campaign can be a daunting proposition.

Indubitable the added exposure a venture such as this will bring can multiply profits, but because Adwords operates using pay-per-click (marketers are assessed small amount of money each time a web searcher clicks on their ad to go to their website) the potential for quick depletion of the ad budget is a very real prospect.

This is why it is vital that pay-per-click advertising campaigns be managed with great care.

The first thing to consider is the careful choosing of keywords. Of necessity the keywords have to be pertinent to the topic of your website. Being related close enough that those seeing it will be the ones most likely to make a purchase, yet being general enough to allow those who may not know precisely what they want will see the ad and be given the opportunity to click.

As the marketer contemplates what to bid on a keyword they must consider what amount will fit into their budget for their campaign. Ads online will undoubtedly bring leads that will not produce a sale and just end up being an expense. It is vital that the marketer take care when assessing the possible profits of campaigns before committing himself to the venture.

If a marketer is willing to bid 30-40 cents per click on his advertisements, he is going to find them slotted higher in the 'sponsored links' section of a search results page than the ads that only have a bid of 10-15 cents per click. This will help more people see the ads because most internet searchers are only willing to go a few pages into a search result. If the leads from these clicks are un productive, they don't bring any sales, than it is a simple waste of the 30-40 cents spent on the click.

Once keywords have been selected and the campaign launched it is essential that the productivity of each advertisement and keywords be carefully monitored. An unproductive ad may still draw in viewers, leading to a large amount of wasted advertisement expense.

An advertisement placed on a search engine such as Google will have a link tracing it to the website, allowing the webmaster to determine precisely how much of their website traffic and sales were generated from that specific ad. An ad that generates a very small percentage, will need to be reformatted and possibly withdrawn entirely.

Success can be attained carefully managing your pay-per-click campaign, in fact it is the key. But if this all seems too much for you, there are many businesses that will be happy to set up and manage the campaign for you (of course they charge you a fee). Either way you can attain that success.
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords management company, he's the man!
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