Your Business Needs PPC Campaign Management: Here’s Why
2019 September 09
Your Business Needs PPC Campaign Management: Here's Why
One essential part of marketing your business is pay-per-click advertising. Don't take our word for it. See here why you need PPC campaign management.
The average small business spends between $9,000 and $10,000 on Google pay per click ads per month. That means some small businesses are spending $120,000 or more every year on PPC marketing.
The key question for most business owners is whether PPC is worth that kind of money. Averages suggest most businesses make back far more than they spend. What you make, though, hinges on how successful your campaigns are.
That’s where PPC campaign management comes into play. Here’s why proper campaign management is crucial to your business.
PPC Campaign Management Drives Results
The most obvious reason to manage your PPC campaign is to drive results. PPC advertisers who use a “set and forget” method don’t do as well as they could.
Successful campaign management allows you to maximize the advantages of pay per click advertising. If you’ve done your research, you probably know those benefits include:
- Reaching your target audience
- Increasing brand awareness
- Faster results
- More insightful marketing data
- Increasing your reach
- Complimenting other marketing initiatives
Of course, if you don’t manage the campaign properly, you may not realize all these benefits. If you don’t use the data at your fingertips, for example, you may not be able to reach your target audience. Your campaign messages will then fall on deaf ears.
Pivot with the Market
Today’s market is more competitive than ever. Part of the reason for that is ever-evolving consumer demands. Viral trends can create overnight successes.
In this ever-changing environment, you need to be on your toes and ready to strike while the iron’s hot. Proper pay per click campaign management provides you with that flexibility.
It’s easy to see how. Suppose you’ve planned to use a particular keyword, but the data shows people aren’t searching for that term. Instead, interest has suddenly spiked in a related term.
If you’re not paying close attention to your campaign, you won’t be able to capitalize on the related search term. With the right management, though, you can spot these trends early on and make your move.
This maneuverability is also one of the ways PPC drives faster results than other channels. You can capitalize on trending terms just by making a few adjustments to your campaign.
Make Insightful Decisions with Data
Another advantage of pay per click campaign management is the amount of data available to you.
Want to know how many people are clicking on an ad? You can easily find the answer. Then, you can find out where those people are located and geotarget your campaign.
In the past, marketers struggled to provide hard numbers about the success of their campaigns. PPC and other digital advertising changes that. Tracking and measurability tools allow you to prove exactly what’s working and what’s not.
Having this information directly impacts on your ability to respond to the market. Once you know people in Denver are searching a particular term, you can tweak your campaign to reach them.
The data you gather goes beyond improving this campaign, though. With it, you can learn much more about your audience. Planning future campaigns and advertising becomes easier with the right information in hand.
Reaching the Right People
As mentioned, one of PPC’s biggest advantages is its ability to help you reach the right audience. People searching certain terms are likely looking for the products or services you offer. Campaign management can also tell you more about that audience.
Suppose you believe the people looking for your products are people who use desktops. They’re likely older and less technologically inclined. You might create messages about an easy tutorial to help them launch your app.
Once you start your campaign, you find your audience is primarily on mobile devices. They’re tech-savvy and less concerned about getting a helping hand. With this in mind, you adjust your ad messaging to emphasize speed and ease.
Other demographic information may also surprise you. Your sales data might say your target audience lives on the east coast. The campaign data says the people searching are actually on the west coast.
You can then tweak your campaign and future advertising efforts to reach the right people. By targeting those on the west coast, you might find you reach more people and make more sales.
If you don’t manage your campaign properly, you might miss out on this key opportunity.
Remarket to Win More Conversions
How else does PPC management help your business? Effective campaign management can help you find the right people and adapt to better serve your audience.
The biggest question is often how you can make sure your campaign is converting. Some prospects will convert on the first click, but others may not follow-through. This happens with even the most successful of PPC campaigns.
So what can you do about these lost leads? If you’re not managing your campaign carefully, you might think there isn’t much you can do.
Proper pay per click campaign management also employs a good remarketing strategy. This helps you capture and convert those “lost” leads. Using the information from your initial campaign, you can target people who click with messages designed to entice them.
A Campaign Manager Can Help
As you can see, PPC campaign management is crucial to the success of your advertising efforts. The right management strategy drives reach, awareness, and sales.
Managing a PPC campaign can be a time-intensive prospect. That's especially true for small business owners like you. Automation can help you manage some of these tasks and stay on top of your campaigns.
The right campaign management team can also help. Dedicated managers can give your campaigns 100 percent of their time and attention. They can also use their expertise to help you make the right campaign decisions.
If you need a helping hand with PPC campaign management, don’t hesitate to get in touch. Better PPC results could be just a click away.
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