PPC Ad Management

Most companies invested in any form of online marketing know that PPC is a fast and efficient way to target specific buyers using a controlled budget and a researched strategy for when to target them, where to target them, and with what keywords. We commonly see companies put good money into PPC budgets, but in many instances within the context of an insufficient keyword and SEO plan (in some cases, no actual keyword research has been done at all) research that is crucial to learn which ad campaigns are right for their audience and sales goals.

Our PPC management philosophy is to create and implement an initially healthy on-page SEO/PPC keyword strategy, and then evaluate and analyze the ratio and relationship between the conversion of prior PPC ads and the volume of traffic on those ads to optimize the ROI on future ad spending.

Online ad competition is higher and tigher now then it ever has been, and internal PPC management now often requires an unsustainable measure of internal resources to make sure that PPC budget is being spent effectively. For companies struggling with PPC management and getting ROI on their ads, we relieve this burden and focus on the following fundamentals:

  • Research and determine the SEO/PPC history of the site, and what is going on with the current SEO and PPC work on the site and the current inbound marketing strategy as well.
  • Conduct Adword and ad campaign analysis, both actual and projected, based on a discussion covering campaign strategy and keyword/campaign competitiveness.
  • Set carefully calculated budget thresholds that will allow the campaigns to reach the intended audience but within a reasonable time frame over which the campaigns run.
  • Evaluate and adjust campaign targets and budget thresholds at periodic intervals based on results and any internal shifts/changes within the company.

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