Pay-Per-Click (PPC) advertising appears to be a simple creature at first glance. One chooses the keywords they want to bid on. They set up the bidding account with a maximum bid, often with a higher maximum on competitive keywords. Finally, sit back and wait for the traffic, right? That strategy is only sound if one is interested in completely emptying their PPC budget with little to show for it.
Professional management of a PPC campaign is essential for being competitive. Keyword trends and values can change often and without warning. The only way to truly keep up on it is to combine analysis with tracking. That valuable keyword research could potentially put a lot more money back into the bidding pool.
Every click is not necessarily a good one. A bad choice in keywords can bring traffic into a webpage that has no relevance at all. A website could be selling boat parts for repair and opt to use the word “boat” as a keyword. A non-targeted focus like that would bring in people looking to rent a boat, buy a boat, winterize a boat, find boating regulations and all manner of things.
That PPC bidding pool is now draining out on customers that had absolutely no intention of ever buying or wanting boat parts. A professional PPC manager can look at an industry and develop a list of keywords specific to the business and its products and services. A search engine advertising expert will hone it down and research the search trends to find the best choice to bring in potential customers.
A business owner may decide to embrace the top keywords in their business and try to compete with the larger players. That strategy is rarely a good idea for a website. The first problem is ending up with too much untargeted traffic. The second finds the business in competition with major players that may have thousands invested into their PPC programs. It may make perfect sense for them having a high degree of establishment.
As in the above example, it is a better idea to refine keywords based on search trends and what is most applicable to the website. That means spending a lot of time examining reports and deciphering search engine and website analytics.
Anyone can sit down and manage their PPC advertising. Anyone can also water cool their personal computer by putting it in the shower. Neither one is a very good idea. Both will end up wasting a lot of money. Both will require time and effort that could be better spent on running the business, customers, or developing content. A professional PPC manager with a search engine marketing background serves the same job for PPC advertising as a technician does for installing a water cooling system; to get the job done efficiently, correctly and as painlessly as possible.