The Ins, Outs, And Importance Of Pay Per Click Management

With a plethora of marketing options available for companies concerned about return on investment

, online marketing has proven to be one of the most measurable options in advertising. Of the available mediums, Pay per click advertising (PPC), in which advertisers pay their host only when their ad is clicked by a site's visitors, remains the most targeted and measurable form of advertising available today.

What is Pay Per Click Advertising?:

It is a simple, but powerful form of marketing. PPC is an Internet advertising model used on websites in which you - the advertiser - pay a host (either a search engine or a website) to display your ad, and compensate them each time your ad is clicked by a visitor to the host's site. Users click through your ad to a landing page specifically designed to address their search criteria and convert through a call to action response. Your ad displays on relevant search engine searches after a complex bidding and ad quality process. Using this form of advertising, you can actively target prospects searching the Internet for products or services you provide.

Why is PPC Important?:

Now that you know what PPC is, you should know its importance. Research forecasts a 10.8 percent increase in U.S. online ad spending for 2010 (after a drop of 3.4 percent last year) up to $25.1 billion (up from $22.7 billion last year). This is due to an emboldened search and banner market, along with the desire among advertisers for greater cost control in the still-recovering economic landscape. PPC spending is projected to grow strongly through 2014.

The search market will be up 15.7 percent year over year to almost $12.4 billion, while spending on banner ads will increase 8.2 percent. Video will again post the highest growth rate, rising 48.1 percent to $1.5 billion.

How You Should Start Your PPC Campaign:

Now that you know how much money is being spent in this powerful advertising realm, you need to know how what to look for in an internet marketing firm. PPC programs must be carefully developed, executed, and tracked in order to be effective.

Internet marketing firms need to have defensible strategies and techniques to increase qualified lead flow and new customers. This is not easy. The firm needs to perform in-depth research on your industry, keywords, messaging, landing page designs and conversion methodology, as well as outlining budgets and providing excellent bidding management and reporting.

After they've done this and they implement their strategy, they need to continually make adjustments to the overall PPC strategy and campaign(s) to ensure optimal performance. This last part - the ongoing performance appraisal - is especially important because PPC campaigns can be expensive, and if not executed and managed properly they can result in lost opportunities and wasted money.

Companies that will manage your PPC campaigns should have an account manager who manages your campaign's strategy development, landing page and content creation, automated bid management, budget analysis, keyword research, keyword editing, competitive intelligence and analysis, comprehensive sales tracking, and detailed reporting.

by: Josh O'Berski

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