PPC management Strategybeam

What is PPC management?

Let’s face it, managing your own pay-per-click (PPC) ads can be like trying to tame a wild beast. While pushing back a hurricane.

OK, you get it- PPC management isn’t easy because you have a million other things to think about in your business.

That’s where the real magic of PPC management comes in. Smart businesses know the value of partnering with a digital agency to supercharge their ad spending and increase conversions.

PPC management is the secret ingredient that turns your paid advertising from a hit-or-miss affair into a consistently powerful marketing tool. So, why not let the experts work their magic and watch your ROI soar?

What are the benefits of PPC management?

PPC management, when done right, can be your golden ticket to a thriving online marketing campaign. It’s like shining a spotlight on your business in a sea of competitors, drawing in fresh leads like moths to a flame.

But without a solid strategy, you’re just shooting in the dark, hoping to hit the right prospects.

So, what are the game-changing benefits of PPC management services? Let’s dive in:

  • Improve your online visibility: No matter your niche, a well-crafted PPC plan puts your business front and center, grabbing the attention of the right people.
  • Craft perfect ads every time: A tailored PPC campaign means you’re targeting the right audience at the right moment, boosting your success rates. PPC managers know how to write amazing responsive search ads and know how to use display ads to engage with their target audience.
  • Slash conversion costs: With laser-focused targeting, you’ll spend less money while still reaching your ideal audience. Every keyword and ad campaign setting is optimized to ensure you attract the right people at the right time with the right message.
  • Unearth hidden keyword gems: Be it through PPC management software or an outsource Google Ads management agency, discovering new keywords is like striking gold, driving more business your way. But you need to know what keywords matter to your customers and how to get them to buy from you.
  • Maximize conversions: When you optimize your ads, conversion rates climb, turning prospects into customers. Without sales, your PPC strategy will fall flat, and a professional PPC outsource provider can give you the guidance you need to generate conversions and run a profitable PPC campaign.

What is included in PPC management?

Ready to unlock the full potential of PPC management? Buckle up because we’re about to dive into what every savvy business owner and marketing director can expect from a top-notch PPC provider.

From analyzing search ads to crafting laser-focused strategies, these PPC strategists work tirelessly to transform your campaign into a conversion-generating machine.

Keyword research

Picture keyword research as a treasure hunt, where you uncover the exact phrases and terms your customers use when they’re ready to buy from you. These keywords are the guideposts that tell Google when and where to showcase your ads.

The importance of keyword research in PPC marketing cannot be overstated.

It ensures that your ads reach the right people at the right time, maximizing your chances of attracting potential customers. By discovering and targeting the most relevant and profitable keywords, you’ll fine-tune your search ads to resonate with your audience and drive conversions.

Here are some basic elements of keyword research that make the difference between a successful PPC campaign and one that can lose you lots of money.

  • Understand your target audience: The success of your PPC campaign largely depends on understanding your target audience. Start by defining your ideal customer’s needs, preferences, and pain points. Use this information to create a list of relevant keywords that your target audience is likely to use when searching for products or services like yours.
  • Find valuable keywords: Use tools like Google Trends, SEMrush, or Ahrefs to identify popular and relevant keywords in your industry. This will help you stay on top of market trends and adjust your keyword strategy accordingly.
  • Adjust your bidding strategy for keywords: It’s important to keep a close eye on your bidding strategy for each keyword. Analyze the performance of each keyword and adjust your bidding strategy to ensure you’re getting the best ROI possible. Consider using bid modifiers to adjust your bids for specific devices, locations, or times of the day.
  • Find negative keywords to prevent unqualified clicks: Negative keywords are search terms for which you don’t want your ads to appear. Including negative keywords in your campaign can prevent unqualified clicks and improve your click-through rate (CTR). Use tools like Google’s Keyword Planner or SEMrush to identify negative keywords that are irrelevant to your business.
  • Monitor and optimize your campaigns regularly: Running a successful PPC campaign requires constant monitoring and optimization. Keep a close eye on your campaign performance, track your ROI, and make adjustments as needed. Consider testing different ad copy, landing pages, or targeting options to find the strategies that work best for your business.

Writing ad copy

Ad copy is the text used in your ads to communicate your message and persuade your target audience to click and convert.

Writing compelling responsive ad copy is a key responsibility of a PPC agency, and it’s essential for two main reasons: relevance and engagement. First, you need to make sure your ads are relevant to your audience’s needs and search intent.

You also need to engage your audience and entice them to click on your ad. This requires crafting eye-catching headlines, persuasive descriptions, and strong calls-to-action.

A skilled PPC manager knows how to weave these elements together into ad copy that resonates with your audience and drives those all-important clicks and conversions.

Here are some ways PPC management professionals create amazing ad copy that will drive qualified customers to your website through your PPC ads:

  • Use keywords in your headlines: The headline is the first thing users see when they come across your ad. Make sure you’re using keywords that your target audience is searching for. This will help your ad appear in relevant search results and grab the user’s attention.
  • Add a strong call-to-action (CTA) in your ad description: Your ad description is where you can expand on your headline and convince users to click through to your website. Ensure you include a clear and compelling call-to-action that tells the user what action you want them to take. This could be something like “Get a free quote today!” or “Shop now and save 20%”.
  • Use ad extensions to enhance your ads: Ad extensions are extra snippets of information you can add to your ads to make them more informative and compelling. This could be things like your phone number, address, or links to specific pages on your website. Use as many relevant ad extensions as possible to give users more reasons to click through to your site.
  • Use emotional language to connect with your audience: Emotions play a big role in decision-making. Use emotional language in your ad copy to connect with your target audience and persuade them to take action. For example, if you’re selling insurance, you could use phrases like “protect your family’s future” or “peace of mind guaranteed”.
  • Continuously test and optimize your ads: PPC advertising is all about testing and refining your ads for the best possible results. Experiment with headlines, ad copy, and ad extensions to see what works best for your target audience. Keep track of your ad performance metrics along with A/B testing to make adjustments as needed to improve your click-through rate and conversion rate.

Managing PPC budgets

Imagine you’re throwing darts blindfolded, hoping to hit the bullseye. You’ll miss more often than not, and the same goes for unoptimized PPC campaigns. The only difference is that instead of throwing darts, you burn cash if you don’t keep a close eye on your PPC campaigns.

Without meticulous budget management, you’re simply throwing away your hard-earned cash without maximizing your ROI.

PPC experts constantly analyze and optimize your budget, ensuring every cent is used in a way that supports your business goals and produces a profitable marketing strategy. They’ll fine-tune your bidding strategies and adjust your ad spend based on performance data, delivering the best bang for your buck.

Here are some ways that ad management can help you determine the right PPC budget for your ad campaigns and keep your campaigns profitable throughout the year:

  • Find keywords that make sense for your business: Before creating ads, you need to know your target keywords. This includes understanding the search volume and competition for each keyword, as well as estimating the cost per click (CPC) for each one. Make sure to choose keywords that are relevant to your business and have a high potential for conversion.
  • Develop a PPC marketing budget: Once you have your list of keywords, you need to figure out how much you’re willing to spend for online advertising. This will depend on various factors, including your margins, the size of your business, and the goals of your PPC campaign. Remember that the CPC for each keyword will affect how much you spend, so consider that when setting your budget.
  • Set your target CPA: Your cost per acquisition (CPA) is the amount you will spend to acquire a new customer. This is where your margins come into play – you need to figure out how much you can afford to spend on each customer while still making a profit. Use this number to help you set your bids for each keyword and determine which keywords are worth targeting.
  • Monitor and adjust your campaigns: Once they are up and running, you need to monitor their performance closely. Look at metrics like click-through rate (CTR), conversion rate, and cost per click (CPC) to see how your ads are performing. Use this information to make adjustments as needed – for example, you may need to tweak your bids, adjust your ad copy, or pause underperforming keywords.
  • Continuously optimize your campaigns: PPC campaigns are never “set it and forget it” – you need to continually optimize your campaigns to ensure you’re getting the most out of your advertising budget. This includes testing different ad formats and placements, experimenting with new keywords, and refining your targeting. You can achieve better results over time by constantly tweaking and improving your campaigns.

Competitive analysis

Google only allows so many ads to show at a time, so you must beat your competitors if you want your customers to find your PPC ads.

This means you need to understand your competitors, anticipate their moves, and outsmart them at every turn. That’s precisely what competitor analysis in PPC is all about.

By studying your competition, you can identify winning tactics and avoid costly mistakes. It’s like having a roadmap to success, where you know what pitfalls to avoid and where you can maneuver in the market based on the actions of your competitors.

Here are some simple tips for Google Ads that you can use to stay ahead of your competitors with PPC management:

  • Utilize the Auction Insights Report: The Google Ads Auction Insights report in Google Ads provides a wealth of information about how your ads perform compared to your competitors. It can show you which competitors are bidding on the exact keywords, how often your ads are showing up alongside their ads, and who is outranking you in the auction. Use this report to identify areas where you can improve your bids, ad copy, and targeting.
  • Reverse-engineer your competitor’s PPC strategy: Deeply dive into your competitor’s ad copy, landing pages, and overall marketing strategy. Analyze their messaging, offers, and calls-to-action to see what’s working for them. Identify the keywords they’re targeting and the ad formats they’re using. Use this information to develop a PPC strategy that outperforms your competitors.
  • Monitor your competitor’s performance: Keep a close eye on your competitor’s PPC performance over time—track changes in their ad copy, landing pages, and bidding strategies. Use tools like SEMRush, SpyFu, and Ahrefs to stay up-to-date on their keyword rankings and ad spending. This will help you make informed decisions about your own PPC strategy.
  • Focus on Quality Score: Google’s Quality Score is a measure of how relevant your ads, keywords, and landing pages are to the user’s search query. A high Quality Score can lower your cost-per-click and improve your ad position. Analyze your competitor’s Quality Scores and identify areas where you can improve your scores. Focus on creating high-quality, relevant ads and landing pages that provide a great user experience.
  • Continuously optimize your ad campaigns: Campaign management is an ongoing process that requires continuous optimization. Use data to identify areas where you can improve your bids, ad copy, and targeting. Test different ad formats and messaging to see what resonates with your target audience. Monitor your campaigns closely and make adjustments as needed to stay ahead of the competition.

Monitoring campaigns

The landscape of PPC marketing is constantly changing. Whether a new competitor joins the market, Google introduces a new update, or how your customers search for your products or services changes, you need to keep a close eye on your campaigns.

Ongoing PPC campaign monitoring is a must-have part of any profitable marketing strategy. Campaign monitoring is the ongoing process of observing, analyzing, and fine-tuning your ad performance, and it’s crucial for turning your PPC marketing efforts into a well-oiled machine that drives results.

This aspect of PPC management usually includes an agency running frequent PPC audits to make sure that all of your settings and targeting options are optimized inside of your account.

Continuous monitoring allows you to refine your ad copy, tweak your bidding strategies, and optimize your budget allocation to ensure your PPC campaign remains a lean, mean, conversion-generating machine.

Here are some ways that PPC management can help you enjoy high ROI with ongoing campaign monitoring:

  • Keyword research: You need to identify the right keywords that your target audience is searching for and ensure that your search ads are targeting those keywords. A PPC agency typically uses a combination of keyword research tools and analytics data to identify high-performing keywords and optimize bids accordingly.
  • Ad copy optimization: The copy in your ads needs to be compelling and relevant to your target audience. Outsourced PPC services work to optimize ad copy by testing different versions and analyzing the performance of each ad. They also make sure that the ad copy aligns with the landing page and offers a clear call-to-action (CTA).
  • Bid management: In order to ensure that your ads are shown to the right audience and at the right time, a marketing agency will use bid management techniques to get the most out of each of your marketing dollars. This involves monitoring the competition, adjusting bids based on ad performance, and optimizing ad placement to maximize ROI.
  • Ad targeting: Targeting the right audience is crucial for any successful PPC campaign. Ad management services use a variety of targeting options, including demographics, interests, and behavior, to ensure that your ads are seen by the right people.
  • Performance tracking and reporting: PPC management services track key performance metrics such as click-through rates (CTR), cost-per-click (CPC), and conversion rates with PPC reporting. They use this data to analyze the performance of your campaigns and make adjustments as needed. They also provide regular reports to help you understand how your ads are performing and the ROI you’re getting.


Do you know which of your campaigns drives the most conversions, or do you know if you could optimize any of your PPC ads to drive more qualified traffic to your website?

PPC reporting is a vital part of any PPC management service because these reports tell you where you need to improve your campaigns and know how your online advertising budget is being used.

Reporting is the process of collecting and analyzing data from your PPC campaigns, providing a comprehensive snapshot of their performance. It’s like having a roadmap of your ad journey, showing you where your treasure lies and how to navigate the choppy waters of paid advertising.

Not convinced that reporting is an essential part of your PPC strategy? Here are some of the top reasons why PPC reporting matters to your marketing strategy.

  • Performance insights: PPC reports reveal which campaigns, ad groups, and keywords are hitting the bullseye, helping you fine-tune your strategy for even better results.
  • Budget optimization: By identifying the most cost-effective ads, PPC reporting allows you to allocate your budget wisely and maximize ROI.
  • Trendspotting: Uncover patterns in your campaign data to capitalize on emerging trends and stay ahead of the competition.
  • Continuous improvement: Armed with PPC reporting insights, your management team can optimize your ads and landing pages, boosting conversion rates and overall campaign performance.
  • Accountability: PPC reports hold your campaign management team accountable for the success (or failure) of your campaigns, ensuring they’re always striving for excellence.

PPC reporting gives you insight to the performance of your campaigns and help you find opportunities to optimize specific ads or target new keywords.

Be sure to utilize PPC reporting in your account to ensure that you are using your advertising budget wisely and that you optimize as much of your campaigns as possible.

Landing page optimization

When it comes to PPC, landing page optimization often takes a backseat to keyword research and ad copywriting.

But make no mistake, this unsung hero plays a crucial role in turning clicks into conversions. Without an optimized landing page, your ads may generate lots of clicks but you won’t be able to convert any of that traffic, and that will result in you losing money in your PPC campaigns.

Landing page optimization is the art of fine-tuning your landing pages to make them more persuasive, engaging, and effective.

A stellar PPC campaign may drive traffic to your site, but it’s the landing page that ultimately seals the deal, turning curious visitors into paying customers. Here are a few of the benefits your PPC campaign will enjoy with PPC management:

  • Boosts conversion rates: A well-optimized landing page keeps visitors hooked and nudges them towards taking action, resulting in higher conversion rates.
  • Enhances ad relevancy: PPC isn’t just about creating killer ads. It’s also about ensuring a seamless user experience. By aligning your landing page with your ad’s message, you’ll score higher ad relevancy, which in turn leads to lower costs per click.
  • Improves Quality Score: A well-optimized landing page can elevate your Google Ads Quality Score, which influences your ad rank and cost per click. The better the score, the more budget-friendly and effective your PPC campaign becomes.
  • Reduces bounce rates: A captivating landing page keeps visitors from bouncing off your site, signaling to search engines that your content is valuable and relevant to users.

Basic elements of PPC management

At its core, PPC ad management involves analyzing, optimizing, and strategizing to create a winning paid search campaign.

From setting up ad groups and selecting the right keywords to manage budgets and implementing effective bidding strategies, a well-executed PPC management plan will help your business soar to new heights in the digital marketplace.

Set up your campaigns

Setting up your campaigns is akin to laying the groundwork for a masterpiece. This process is all about understanding your unique needs and crafting a tailor-made campaign that hits the bullseye every time.

Let’s break down the key components of this essential phase:

  • Picking the perfect campaign type: A seasoned PPC agency will pinpoint the campaign type that best aligns with your goals, whether it’s driving sales, boosting brand awareness, or raking in leads.
  • Selecting the right keywords: It’s all about striking gold with the right keywords that resonate with your target audience. The pros will dig deep into keyword research, ensuring your ads connect with those who matter most.
  • Crafting irresistible ad copy: A powerful ad is a blend of persuasive language and magnetic messaging. Your management company will whip up compelling ad copy that captivates your audience and compels them to take action.
  • Fine-tuning campaign settings: The secret sauce lies in the details. Optimizing your campaign settings is vital to ensure your ads reach the right people, at the right time, with the right message. Your PPC management team will meticulously calibrate settings to create the perfect recipe for success.

Setting up your campaigns is the bedrock of a winning PPC strategy, and this all starts by choosing the right type of campaign based on your business goals and then building the framework for a successful PPC campaign.

By entrusting this essential task to seasoned experts, you’re paving the way for a high-performing PPC campaign that will catapult your business to new heights.

Understand how long to run your ads for optimal data collection

Just like a master chef knows that a scrumptious dish takes time to simmer, a successful PPC campaign requires an adequate testing period to gather valuable data and insights. But how long should you let your search ads run before making any significant changes?

The golden rule in ad management is to give your ads at least 3 months to test the waters and collect essential data. Rushing into hasty adjustments before that can be like trying to read tea leaves – you simply won’t have enough information to make informed decisions.

During this crucial 3-month period, your PPC agency will closely monitor various metrics like click-through rates, impressions, and conversions. They’ll also keep an eye on your competition and industry trends, ensuring your ads stay relevant and effective.

Choose your landing page

You have the best ad copy, and you are bidding on the right keywords. Your ads are driving lots of qualified traffic to your website, but no one is booking, downloading, or buying from you.

What gives? Well, the problem is that your landing page is not optimized for the needs of your customers!

Choosing the right one for each campaign is an essential part of PPC management that must be considered. Here’s why.

When it comes to PPC management, finding the perfect landing page is like finding the missing piece of the puzzle. It’s not just about driving traffic to your site; it’s about ensuring those visitors convert into loyal customers. A well-matched landing page entices visitors to take action, whether it’s signing up for your newsletter or making a purchase.

Choosing the right landing page is crucial for the success of your PPC campaigns. By working with PPC management, you’ll create a smooth, seamless journey for your visitors, transforming them from casual browsers into paying customers.

Create your budget

PPC management is a pay-to-win marketing strategy where you pay Google each time someone clicks on your ad. You need to create a realistic PPC budget, and to do this means that you have to consider the keywords you’re bidding on, the cost per click (CPC) of those keywords, and the value of each conversion.

This balancing act requires a deep understanding of your products and services, as well as the margins that drive your business.

Your PPC management team will need to dive into the nitty-gritty of your offerings, putting themselves in your shoes to craft a winning strategy that optimizes your ad spend. They’ll need to weigh the costs and benefits of each keyword, ensuring that you’re bidding on the ones with the highest potential return on investment.

A successful management strategy continues beyond budgeting. You also need to monitor and adjust your bids as the market landscape shifts, ensuring you’re always one step ahead of the competition.

Final words

PPC management is a powerful tool in the digital marketing arsenal. It not only streamlines your online advertising efforts but also maximizes your ROI.

By understanding the ins and outs of PPC management, you’ll reap the benefits of well-targeted campaigns, reduced costs, and increased conversions.

Ready to experience the game-changing power of professional PPC management? Take advantage of the opportunity to skyrocket your online success. Reach out to our experts at StrategyBeam today and let us help you unleash your business’s true potential with our top-tier PPC management services.

Take the first step towards a brighter future – contact us now and watch your ROI soar!

PPC Management FAQs

PPC management is the process of managing and optimizing a pay-per-click (PPC) advertising campaign. It involves setting up and managing PPC ads, analyzing their performance, and making adjustments to improve results.

PPC management can help your business by driving targeted traffic to your website, increasing brand awareness, and generating leads and sales. With effective management, you can maximize your return on investment (ROI) and achieve your business goals.

Some best practices for PPC management include: conducting thorough keyword research, creating compelling ad copy, targeting specific audiences, monitoring and analyzing campaign performance, and regularly testing and optimizing ads to improve results. It’s also important to set a budget and track your expenses to ensure you’re getting the most out of your ad spend.

About the Author: Chris

Chis is the Lead Strategist at StrategyBeam with over 19 years of marketing know-how up his sleeve. He loves transforming business marketing campaigns into success stories by boosting efficiencies across all campaigns. When not strategizing, he can be found laughing at the monkeys at the zoo.

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