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PPC Management - How to Select the Right PPC Management Company

April 13, 2012 | Comments: 0 | Views: 147

Google AdWords is so simple anyone can launch a campaign in minutes. However, without proper pay-per-click (PPC) management, you risk throwing all your money away on clicks that never convert. Succeeding with PPC ads means knowing how to pick a PPC management company that finds the money keywords and offers conversion advice at a price you can afford.


Your first consideration when choosing a pay-per-click management company may be cost. If so, be sure you understand all the services being offered and whether the cost of the PPC ads is included in the proposal. Every company has its own definition of a "standard" package, so you need to read all the fine print when comparing proposals from a variety of potential managers.

Some AdWords management services work on a fix-it-and-forget-it principle where they create your PPC strategy and then launch it without future changes scheduled. Others revisit your strategy on a periodic basis to review the data and make improvements. These services may cost more, but if your budget can afford it and you are advertising in a competitive field, you may need regular optimization check ups just to sustain your results.

Usually, the highest-rated pay-per-click management companies have dedicated teams for each client. These teams not only manage and optimize your account on a daily basis, but they also keep in constant contact with you to discuss and adjust the overall PPC strategies to help give you a strong assurance that the money is being spent properly and you are driving the most conversions on your website.

Management Experience

Nearly anyone can take a short course on Google AdWords and call themselves a PPC professional. You will want to choose a PPC management company that has experience backed up with verifiable testimonials.

You might also consider the depth of a company's talent pool. Pay-per-click advertising requires mastery of many different skills, and may require several specialists to achieve top results. It is a rare person who brings a high level of expertise in all necessary PPC skills, though outsourcing is an option for certain tasks.

What About DIY PPC Management?

Some companies are seduced by the ease of setting up a Google AdWords account into thinking that they can manage their PPC campaigns in house. Unless a company already has employees skilled in keyword research, the interpretation of online customer motivation and the optimization of landing pages, this will require bringing on new talent or suffering the loss of an employee to training.

Most companies find that hiring a professional pay-per-click management company pays for itself in added revenue that can be tracked with online analytics. Taking the time to compare costs, services, and experience will help you find the PPC management services that lead to increased conversions and higher revenue.

Kurt M Lambert works for Silverback Strategies, an award-winning PPC management company located in Alexandria, VA.

Source: EzineArticles
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