In this week’s blog post we’ll be offering info, advice, tips, and tricks for making the most out of PPC management. Before we get into the more technical details, though, it’s important that you have a general understanding of what PPC is, and how it works.
When you enter a search into a search engine, take Google, for example, the engine will process your search using its algorithms and use information from the entire World Wide Web to list your results, with the most relevant and popular listed first. You will probably have also noticed that at times, above the first organic listing, are “sponsored results”. These sponsored links are exactly what your PPC ad will look like.
There are many enormous benefits to be had from PPC marketing, the first and most obvious being that your content becomes instantly listed above all of your competition in the search engine, giving you extra coverage, helping to spread your name, and giving you a healthy boost in incoming traffic. In this way, you can find your content on the first page of search results without putting months or years of work into search engine optimisation.
As the name suggests, another major benefit of PPC ads are that they only cost you for each real unique visitor who enters your site using the link.
One thing that should be noted concerning PPC management is that it does not and can not take the place of SEO. SEO is all about improving your website insofar as your audience, and the search engine experiences them, including design, content, backend development, and more. PPC does not improve any of these aspects, and so it’s important that you also work on your SEO separately.
So what exactly is the duty of your PPC manager? Well, firstly they will be the person responsible for setting up and managing your campaign, depending on your needs. A PPC manager can direct your ads to target as wide a net as possible, or, alternately, they can try to target an audience that is statistically more likely to make a purchase.