This is where PPC Management comes into play. With PPC you are paying for every single click, every single visitor has a direct cost to you, and while this cost can be managed, it should also be capitalized on. There are some simple strategies that anyone can implement, like making sure that your keywords are relevant, and pertain to your business, setting a monthly budget, or choosing products to feature but there are also more advanced methods, like keyword budget management, placement strategies (is it critical to be number one), conversion tracking, and landing page optimization. PPC Management, isn't rocket science, but like, learning to drive a car, it takes time, patience and practice. Many businesses don''''t have the time, patience or practice to just jump into an effective campaign, and so hiring a company with the experience and know-how can be a great boost to their bottom line. Just like my 90 horse power (if even that) Hyundai Elantra wagon, beating some punk kid and his brand new Mustang off the line, experience can make all the difference in PPC Management.

A successful campaign can be very lucrative but it can be very time consuming and needs to be closely monitored. Cost per Click (CPC) bidding wars can get very heated, and can change numerous times in a single day. An entire campaign can rise or fall on “buying” keywords at the right price.

If you are too busy to monitor your campaign yourself, you really have 2 options – employ the services of a PPC management company – or spend your money elsewhere!

A good PPC management company will make sure that your campaigns are targeted, affordable, and controlled. By careful and constant monitoring they can ensure you are building brand presence and generating leads at a competitive ROI.

Some of the tactics employed by the better PPC managers include working with you, analyzing your site and your competitors sites to find effective keywords. They can expand the keyword list by adding misspellings (how often do you mistype something when trying to rush on a search? Or better yet – how many of you spell it “morgage”?), and using geographic modifiers, or buying modifiers such as “Free”, “Cheap”, “Special” etc…

Making a PPC campaign go live is just the start. The real key to a profitable campaign comes once it is up and running. A PPC campaign needs to be constantly massaged, reviewed and refined, as do the keyword bid costs. This needs to be done on at least a day by day basis. Without this constant tweaking it is easy to spend $50.00 to make one $20.00 sale.

Your PPC campaign can be very successful and very profitable if it is handled correctly.

By 2010, it is predicted that online marketers will spend well over $7 billion dollars on PPC advertising (Jupiter Research). So PPC programs are only going to get more competitive and more expensive. Therefore, it is going to get more and more important that if you want to play the PPC game you have to have an effective pay per click management strategy in place.

There are multiple effective ways to run your PPC campaign. Stay tuned and soon we’ll discuss the 4 simple types of strategies you can use.

If you need any assistance with your pay per click management, we can certainly help you out. With over 10 years of experience in search engine marketing, we have the know-how and knowledge to keep your campaign running as smooth and effective as possible. Give us a call to see what we can do for you.

7. Specific Targeted Keywords. There is nothing more important than this! If you don’t have the right key words, you’ll waste your money. You’ll want every person who clicks on your ad to do something when they get to your website, right? Whether it is to:
- Subscribe to your newsletter
- Buy your product
- Fill out a lead form
-Send an email wanting to know more, etc…

Remember who your audience is and what you want from them. Make it as easy as possible to get one of the ^ (above) from them. Put yourself in the shoes of the searcher.
8. Use the keyword research tools provided. Most pay-per-clicks will show you synonyms for phrases that are searched relating to your key word ideas. The following links are just a couple of many tools you can use to help you research your “best” keywords:
Google Keyword Tool
Wordtracker
Keycompete

9. Use negative keywords where possible. Google AdWords allows you to specify which word you don’t want to have included in your campaign. For example, if you are bidding on the terms:
- ISO 9000 Training
- ISO 9001 Implementation
- ISO 14001 Certification
And you offer these paid services. You may want to use the negative keywords of "free" and "wholesale" and “cheap” for example. That way, your ad won’t show up when people are looking for "cheap ISO 9000 Training" or "Free ISO 9001 Implementation". Especially if that is not what you would like to be found under or known for. This helps in properly targeting your traffic.

10. Use phrase match and exact match, where possible. There are a few options you have when creating your Google Adwords account. Exact, Phrase, and Broad matches. Google allows you to ensure that your ads appear only when you want them to, and as often as you’d like them to. You can specify if you only want your ad to appear when the “exact” phrase is entered without any extra words (exact match), the exact phrase with extra words allowed (phrase match), and when a general term that is a synonym to your keyword is typed in (broad match)
Put quotation marks: " " around the phrases you want phrase match for.
Put brackets: [ ] around the phrase you want exact phrase match for, and last of all – the broad match is the default setting. So there is nothing special that you need to type in for that setting.

11. Sometimes you can take advantage of common misspelling errors. Find common misspellings for words. You’ll find those have lower bids and may be entered frequently.
Google Keyword Sandbox and Wordtracker allow you to find some of the common misspellings.
Some of the great examples of this would be to add both terms of “Mortgage” and “Mortage”. The second version is misspelled, but searched for VERY OFTEN. It is a common mistake that you can capitalize on.

12. Be patient “youn’ grass-hoppa”. Remember that no one is an expert on running a PPC campaign right away. It may take you a month or four months to hone in on your bidding and ad optimization skills. Every market is different. Very rarely will you make a PPC ad and have it work as well or better than expected right away. The best learning lesson that can be taught is to be patient, and watch. Some times that can be tough, but a change to your PPC account does not need to happen every hour or even every day. Make small changes at a time, sit back, watch, and see what happens. You will not learn all you need to in a week. Like I said earlier, it may take you a month or two to see some of your markets trends.

There are many more tips that are out there. This is just a small, simple, and complied list of easy and big points to pay attention to. These tips are merely for your own help in starting up, and becoming aware of what is needed to run a successful pay-per-click campaign. Managing it yourself can become very tough and time consuming. If you ever feel like you need some help, Netmark Essentials is always up to taking on the task. There is nothing to big or small that we can’t help with. For more information, please see our PPC Management page. Good Luck!

• Do they just help you with your bidding?
• Do they write the ads and make the necessary changes to keep them from a downward slope of traffic trends?
• Do they actually spend the time doing the keyword research so that you are not wasting your money on ads that won’t get targeted traffic?
• Are they manually making the changes (like they should be doing), or just using a quick click-of-a-button software to make all the management calls and changes?
• How much time are they spending, and how often are they actually managing your specific account?
• Do they create a whole new campaign or do they just take over the one you may currently have?
• If you cancel the Pay-Per-Click service with them, does the account go with you, or do lose ownership and they retain ownership of the account?
• Is the company tracking the success of the ads with analytics on your website so that you know the “real” conversion rate from PPC?
• Does the company build and optimize landing pages to help the traffic convert more often?
• Does the PPC firm offer any options? What else do they provide for PPC?
• What are the actual costs involved with hiring a Pay-Per-Click Manager?
• Does the PPC firm have any results from past clients that they can share?
• What is the baseline strategy for using your PPC? Is it in conjunction with any other marketing methods (for example: Search Engine Optimization, radio ads, phone book ads, billboard ads, etc…)? How long is the plan it run your campaign? How much should you expect to spend to give PPC a good run and see some results with in your market?

All of the above questions are very important to understand when you hire or look at your current PPC management firm.

I would love to tell you that Netmark Essentials is the one and only true Pay-Per-Click Service you should use, but the truth is that there are probably a few other companies who actually do PPC the right way as well. Be very cautious of those companies who make big promises. The big advantage to having a firm like Netmark Essentials run your PPC Campaign is that we DO have the needed experience, AND most importantly we don’t cost an arm and a leg to use. There are no minimums to your ad spend, and we can help everyone. We are not the joe-schmoe, run of the mill PPC service provider. Our goal (yes going back to the basics again) is to make sure that you can justify using a service like ours to maximize your ROI. Remember that “Our Business Is Your Business”. Check out a little more about us and our Pay-Per-Click program. Netmark PPC Management Then you can make the call on where you would feel most comfortable spending your money. Either take the time to tackle and manage it yourself, or let the professionals handle it.