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What is PPC Management and How To Take Advantage Of It


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Increasing traffic to your website will usually be driven by either search engine optimization (SEO) management or pay-per-click (PPC) management. Both options can be effective methods of achieving traffic increases, so one is not necessarily superior to the other.

According to, more than 7 million advertisers invested $10 billion into PPC ads in 2017, and small and mid-sized companies spent an average of between $9,000 and $10,000 monthly on PPC, translating to yearly costs of $108,000 to $120,000. Statista further reports that ad spending is expected to show an annual growth rate of 7.61 percent, leading to a projected market volume of $272.50 billion by 2026.

So What Is PPC Management?

PPC management is the spending and strategy behind a company’s paid ad campaigns, including such concerns as keywords, search engine marketing (SEM) strategies, the copy used in paid ads, metrics tracked and tools used to track them, campaign optimization, and A/B testing. Companies can manage PPC campaigns themselves, but it can be easy for businesses to lose money when they are not fully aware.

In most cases, it is recommended that a company seek the help of a digital marketing agency for assistance with PPC campaigns. An agency will have a more vital idea of what is working and how to correct issues when a campaign is not as successful as hoped.

The Importance of a PPC Management Strategy

A good PPC campaign will accomplish several things. The central aspect will be getting noticed on search engine pages when there can be a very crowded field of competitors.

The reasons you will need a solid PPC plan include the ability to stand out. A good PPC campaign will ensure that you are seen when people search for your specified keywords.

PPC campaigns can also help increase visibility among the people you hope to reach. Analytive found in one study that PPC helped increase click-through rates (CTRs) by 39 percent and conversions by 78 percent.

A solid PPC strategy can also actually help reduce certain costs. For example, Search Laboratory reported that Hootsuite saw a 28 percent drop in cost per conversion (CPC) when it combined all of its campaigns to be managed by a single agency.

PPC campaigns can also help companies discover new keywords to utilize. Additional keyword research will yield more terms that can be used to help draw in even more potential customers. 

Above all, a great PPC campaign will lead to even more conversions. This is perhaps the most significant benefit for most companies.

PPC Campaign Management 

Any company running a PPC campaign will want to be sure that they thoroughly analyze their results to get the biggest and best return possible. An ad budget will certainly need to be managed, but a company also must set up ad groups and keywords, manage bidding strategies, and create an overall strategy for paid search.

There will also be concerns relating to keeping track of Google updates, researching and implementing new strategies, completing keyword and competitive analysis, managing the budget of campaigns, creating reports on campaign performance and making recommendations, and creating copy and channel targeting.

Increasing Revenue Through PPC

People have multiple approaches to testing the effectiveness of PPC campaigns. One of the most basic will be A/B testing.

A/B testing, also known as split testing, is a randomized experimentation process involving two or more versions of a variable such as a webpage or a page element being shown to different website visitors at the same time to determine which one has the maximum impact. In most cases, you are going to want to be especially sure to test your calls to action (CTAs).

The CTA is what ultimately drives a website visitor to make a purchase. It is important to understand which CTAs are actually driving visitors to come to the desired marketing page.

Also make sure you maximize your use of negative keywords, meaning the keywords that you do not want your ad to appear for. Studies have shown that companies saved significant money when they used negative keywords, usually boosting conversions.

Even though your PPC ad will be a paid advertisement, you still want it to have the look and feel of an organic search result. In other words, you do not want to sound too much like a sales pitch when a more natural form of conversational language will be preferred.

Also, keep in mind the very large number of people now using voice search. You can give yourself the best chance of matching a voice search query by using short and concise sentences and phrases in your ad copy, using keywords relevant to what you are advertising, including a CTA at the end of your ad copy, understanding your user intent, answering your audience’s questions and addressing their pain points, and using long-tail keywords.

Do not underestimate display advertising. This form of internet advertising is only becoming more popular with Bannerflow reporting display advertising growing 41.2 percent in 2021 and ad spending increased to $105.99 billion.

It is also important to optimize your website for mobile since many more people are now using cell phones and tablets when performing their searches. Websites that are not mobile-friendly will be abandoned by many website visitors.

More than half of all consumers are now using mobile devices to search for products, so this needs to be a major concern. Mobile-friendly design encompasses a number of concerns, from basic website design to text size, and all of these kinds of issues can lead to people going to a competitor’s website when a website is not mobile-friendly.

Do not underestimate the power of text ads either. Text ads are simple short advertisements usually involving little more than a few lines of text, but they appear in multiple places, from websites displaying Google ads to other Google platforms such as Gmail.

You will also want to look into native ads, which are advertisements designed to mimic the style and format of other content on a website. People generally prefer ads that seem less intrusive.

You can create native ads by signing in to Google Ad Manager, clicking delivery and selecting “native,” picking “new native ad single ad,” and choosing the type of ad.

Find PPC Help in Houston, TX | SERP Matrix

People who need help with PPC advertising in the Houston area should contact SERP Matrix. Our team can perform all of the necessary keyword research to make sure you invest only in the strongest terms for your success.

If you are seeking help with a PPC campaign in the greater Houston area, you will want to be sure you get in touch with SERP Matrix. Our team has advanced PPC knowledge and we can also assist you with landing page design and testing, social media marketing, and link building.

SERP Matrix has a proven record of success that includes numerous cases of increased revenue for companies of all sizes and sizable growth in website traffic as well. You can have us review your case and discuss your options with you when you call (713) 287-1134 or contact us online to set up a free consultation.


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