Pay-Per-Click (PPC) management is the process of overseeing and managing a company’s PPC ad spend. This often strategies and ad buys while minimizing the overall expenditure. 

• Display advertising
• Search advertising
• Remarketing
• Social media advertising
• Google Shopping

Effective PPC management revolves around several interconnected subjects:

• Keyword analysis: Discovering and targeting specific keywords and search queries being entered by likely leads for a company.
• Channel strategy: Google Ads, Bing Ads, affiliate networks, and paid social media placements are some of the channels to consider for PPC marketing.
• Monitoring: Monitoring search term reports closely to learn which keywords/queries are most often used, to focus their buys on the most common searches.
• Keeping an eye on overall ROI and using that as a guideline to dictate the amount paid and scope of ad buys.
• Competitive analysis: Keeping an eye on tactics and strategies utilized by competitors is key — and time consuming. For example, deciding whether to compete directly by bidding on the same queries, or instead targeting queries a competitor is overlooking (competitive gap).
• Negative match: Optimizing ad spend by filtering out users who match a category that makes them unlikely to convert. A high-end fashion retailer, for example, might limit their ads to users in the top 10% of earnings. A physical business, like a restaurant, would limit ads to those within close geographic proximity.
• A/B Testing: Constantly split testing is one of the most effective methods for optimizing PPC ROI. Text, graphics, and other display variables can be used interchangeably to find the most effective method.

Pay-per-click management companies have acute industry awareness that can be used to help your company achieve the best return on investment/RIO possible. Indeed, there are distinct advantages to hiring a paid search ad agency to undertake the task, and compelling reasons why you should do so.

1) It Requires Exceptional Skills and Experience to be Competitive

2) PPC Set-up has a Massive Impact on your ROI

3) You will Benefit from the Agent’s Intelligence on Rival PPC Advertising

4) Keyword Research and Clustering is Highly Complex

5) There is More to Creating Ad Copy than Simply Writing Words

6) PPC Budget Management Requires Major Time Commitment

7) You Will have to Create Landing Pages and Squeeze Pages

8) Avoiding Unwanted Clicks Saves You Money

9) An Understanding of Analytics is Vital for Continued Improvements

10) Reap the Benefit of Direct Support from Google

Depending on the workload related to managing a particular company’s PPC campaigns, a management fee can span a pretty wide range: Typically no less than $500 a month, and up to $5,000 a month or more.

1. You’re Not Getting Enough Impression Share. 
2. Lower Clickthrough Rate (CTR).
3. Your Competitors are Targeting your Brand Keyword. 
4. Most of your Clicks Fail to Generate Leads. 
5. Lower Conversion Rate to Clickthrough Rate Ratio. 
6. Your Wasted Spend is Increasing.

Paid search services include: Discovery process, account audit, and development of campaign strategy, Targeting using audience segmentation and persona data, social listening, key phrase insights, Competitive research, Account structuring, Continuous creative development and testing, Location targeting and mobile targeting, Bid management, Monthly calls and reporting on campaign performance.

If you have an established PPC presence that is managed in-house and want an expert review of your strategy, a PPC evaluation from Adexir experts will:

• Conduct a comprehensive audit of your accounts
• Conduct competitive research
• Review and recommend creative ads
• Review analytics to ensure proper goal and/or ecommerce configuration
• Provide ready-to-implement actionable recommendations for execution as part of ongoing PPC management.

In PPC, key performance indicators play a fundamental role. They let you track the performance of your paid ads and improve them on the run. However, there is not a definitive list of PPC metrics every business should track, as they depend on both your industry benchmarks and your specific marketing goals.

Here are some PPC metrics that you need to measure:

1. The Average Click-Through Rate

2. The Quality Score

3. The Impression Share

4. The Average Cost Per Click

5. The Conversion Rate

6. The Cost Per Action/ Cost Per Conversion