Let’s get one thing clear: pay-per-click marketing is a fierce industry. There’s a reason why it’s Google’s largest profit-maker by far — because they’ve set themselves up to be the party that benefits from the cutthroat competition over keyword bids. Every company is encouraged by simple market forces to up their bid as high as they can so that they nail the traffic they need to convert into sales — often to the point that their sales’ profitability is significantly hurt by the cost of each click. Simply put, handling the PPC campaign requires a level of expertise and time dedication that most businesses simply can’t afford to commit.
That’s why there are companies out there that provide PPC management services — they have experts on staff whose business is to quickly grok your business, figure out what your profit margins are, research the best keywords for your campaign, and stay on top of your campaigns’ daily fluctuations so that you can actually turn a significant profit from your pay-per-click budget.
They’re kind of like those big, buff, armor-clad, sword-wielding dudes who walk around with the Prince strictly for the purpose of being the Prince’s stand-in should someone challenge the young ruler to a duel. Most of them are named Vlad.
Having a PPC manager does cost you a bit of money up-front — I’m sure Vlad does, too — but it’s one of those classic cases of “it takes money to make money.” If you can’t afford a Vlad, your chances of taking a sword to the navel go up by several hundred percent. If you can, you basically don’t have to worry: you pay the big guy, he figures out which soft part to stick the sword in, and you pocket the gold he loots.
Only the case of Vlad, he’s there to keep your viscera on the inside of your skin. In the case of a PPC management company, they’re there to make certain that the gold you pocket is more than the gold you spend keeping them nearby and ready to jump in. It’s a great way to increase your cash-in at the expense of your cashflow. As long as you’ve got the cashflow to spare, there’s almost no reason you wouldn’t get a big, buff PPC management stud to supplement your income.