A Comprehensive Guide To PPC Campaign Management

5 min readSep 9, 2022

“The keen on optimizing your ads, minimizing the cost, and retaining the interest using some of the most effective techniques is all part of PPC campaign management.”

Pay-Per-Click (PPC) advertising is one of the most popular digital marketing techniques adopted by businesses globally, to showcase their business online. They are advantageous for companies looking forward to boosting their brand awareness and increasing profits.

Knowing The Ropes Of PPC Management

Pay-Per-Click (PPC) management is the proactive process of managing and overseeing the budget-controlled PPC campaign of a company. It results in reducing the overall expenditure of ad buys and strategic campaign development with a clear objective. This is usually aligned with digital marketing experts of PPC companies, leading the way for businesses online.

Some major benefits of the PPC Ad Campaign in the long run are-

Dedicated online advertising for business/brand
A cost-effective PPC campaign runs by limiting your ad spend
Optimizing PPC ROI

PPC Campaign Management Strategies

Some of the most effective PPC campaign management strategies revolve around the major parts which are interconnected with each other to optimize the results. They are explained in the details below-

Keyword Research & Analysis

Keyword research is very crucial for the success of your PPC campaigns. Specific keywords cite user engagement, and traffic, optimize search results, and lead viewers to your website.

Discovering the right keywords for your business can be quite a task but is the foundation of your PPC management mantra. Firstly, check your customer demand and check what words are used to search for your product/service. You can take help from Google Keyword Planner which will give you relevant and similar phrases. Then you need to check that these three parameters are fulfilled as per your requirements.

Once you have your list of potential keywords, identify the following-

What is the keyword’s search volume?
Are they typing this keyword in Google?
Is your audience typing this keyword to make a purchase decision?
Can you bid/afford this keyword?

Competitive Analysis

You need to look out for your competitor’s bidding strategies and track their movement. This will help you strategize accordingly and you can compete directly by targeting the queries that your rival brands are overlooking.

You can tactically grab their audience and progress your PPC campaigns through the small gaps. You can check out your competitor’s PPC campaigns. This will help you figure out the basic requirements you need to stay in the competition like- landing pages, ads, keywords, etc. Innumerable paid tools will assist you with your keyword hunting from other PPC campaigns.

Authentic PPC Campaign

Your PPC campaign management must have a Unique Selling Proposition (USP) that will help you stay ahead of the competition. The USP makes your PPC campaign stronger and more authentic.

You must focus on communicating with your audience effectively for potential growth and conversions. Segregate your unqualified leads and chase potential customers with quality ad copy. Your CTA buttons should be clear so that when someone clicks on your ad they are directly taken to your page.

Closely Monitor Your Conversions

You can track the progress of your PPC campaigns by monitoring closely the keywords, ad buys, user searches, etc. Learn about the queries of your target audience and position the ads accordingly. Therefore the more focused you are on your term reports, the more strategic you can be on your ad buys. This will help you to keep a close eye on your ROI and use that to fuel the scope of ad buys and dictate your actions accordingly.

Conversion tracking is a huge part of optimizing your PPC campaign management as these metrics generate the right keywords to use and encourage customers to make a purchase decision. This will determine the effectiveness of your ad campaign and also help in campaign optimization in the future.

Pruning

Pruning is one optimization technique that is used to remove any keywords that are harming your campaign and holding your business back.

This process involves keywords-

That are generating clicks but not conversions
With low-quality scores
with low competition

Removing such keywords as mentioned above will only improve your ad’s performance and you can spend that amount on additional keywords.

Bid Optimization

Bid optimization is a technique that lets you determine which keyword bid will maximize your profitable conversions. You can measure each keyword’s conversion rate and then decide the maximum amount you can pay for each keyword. This whole process is dependent on these three factors-

The lifetime value of customers
The value of your business
Which parameter is considered as a conversion for you — phone call, purchase, demo, etc?

You can test your ad copy to check if it is attracting the right audience or not and whether they are taking an action with the help of PPC service providers in India.

PPC Campaign Targeting

Your PPC campaign must be targeted by managing which platforms it is targeted to. For example, in the case of mobile devices, the conversion rates are lower than desktop users. If you want to target mobile users then you need a different strategy, and when you are targeting desktop users it’s different. The profit lies in targeting desktop users but in some cases, some keywords turn out to be a game-changer for mobile devices.

Secondly, based on geographical locations, geo-targeting PPC ad runs help in effectively allocating resources and focusing on profitable areas. You can easily differentiate between areas to improve your conversions and exclude places to amplify your PPC campaign management.

Thirdly, time is a very important factor. You must realize when to show your PPC ad to your target audience to generate maximum conversions. The right time delivering the right ad will potentially fuel a purchase decision.

Conclusion-

You can run your PPC campaigns by channelling some of the major media placement channels like Google AdWords, Bing Ads, paid social media placemats on Facebook, Instagram, Twitter, etc, and affiliate platforms and networks. These effective techniques will actively boost your PPC advertising and thus improve your conversion rates.