PPC management refers to the management and optimization of point per click advertising. PPC may take the form of a flat payment to the website per click or sale. Some organizations bid on the ads associated with various key words. Regardless of the PPC strategy your company uses, there are several reasons you need to manage the point per click ads and search engine rankings of your company’s site. Let’s look at each one in depth.
Maximizing Your Advertising Budget
PPC management involves tracking the clicks and conversions related to each advertisement, including the keyword ad. With careful analysis of your advertisements keywords, you may find equal or higher conversion rates with cheaper keyword tied ads than bidding up the most expensive or obvious keywords. You should use search engine optimization to tailor the site to better match the lower cost keywords. This strategy could save money on your advertising budget while improving visitor traffic and sales. Greater sales at a lower cost improves your company’s bottom line.
Stay On Top
Everyone wants their business to be at the top of their game or have the highest sales in their niche. What many businesses neglect is the need to stay on top of their search engine rankings. Various studies have found that the odds someone will click on your website when they find it in search engine results goes down dramatically for each place it has on the search results page. In 2012, around half of all users clicked on the first item in the search results. Chitka found in 2013 that the company in the top position received a third of the search traffic. The second site received about 17%, while third place dropped down to around 10%. If someone had to scroll down the page to see the company’s listing, the odds they clicked on it were in the single digits. If they wouldn’t see your website unless they clicked on the next page, the odds they’d visit it were around two percent. The same is true for company ads. If the PPC ads aren’t near the top, they are rarely selected.
Management of these programs will track your website and ads relative to others for various search queries. The goal of PPC management is to keep your website and your ads on the top of the search results for all keyword and phrase combinations that bring regularly customers to your site.
Finding Out How Your Customers Find You
One of the certainties of the web is that it is always changing. PPC management strategies must involve a regular study of how your customers find you.
SEO is no longer a matter of optimizing your website and advertisements for Google’s search engine. More people are using Bing, as a protest of Google’s monopolistic practices and Microsoft’s outright purchase of Yahoo’s users. While Google still remains the 900 pound gorilla with almost two thirds of all internet traffic, it is no longer the end all be all of SEO and website marketing. For example, Baidu, a Chinese search engine, approaching ten percent of all web searches.
Since the Edward Snowden revelations, search engines that respect user privacy like LookSeek are seeing more traffic. Google traffic for personally sensitive and politically charged terms like STDs, guns, embarrassing conditions and politically incorrect topics has dropped. If your company sells products or services related to these areas, it would be wise to track where traffic is coming from and changes in the traffic patterns. This is especially important if Google stops showing advertisements for your type of business related to the keywords you want associated with them.
PPC and Social Media
Social media has grown in prominence in the past decade. Your PPC strategy needs to include tracking and managing ads on social media and tying it into your entire advertising plan. Whether you use Facebook ads, want to improve the search engine rankings of your company through social networking profiles referencing your corporate site or entire social media campaigns to improve your company’s image online, PPC and social media marketing need to be integrated and managed together to get the most out of these efforts.