[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/aokmarketing.com\/understanding-ppc-campaign-management\/#BlogPosting","mainEntityOfPage":"https:\/\/aokmarketing.com\/understanding-ppc-campaign-management\/","headline":"Understanding PPC Campaign Management","name":"Understanding PPC Campaign Management","description":"Understanding PPC Campaign Management You could say that PPC Management is the opposite of SEO (Search Engine Optimization), even though the data and search fields are similarly organized.\u00a0 However, whereas SEO theory favors valuable content and is matched up according to a variety of algorithm factors, PPC (Pay Per Click) is more straightforward.\u00a0 You get … Continue reading Understanding PPC Campaign Management<\/span><\/a>","datePublished":"2015-06-21","dateModified":"2026-05-13","author":{"@type":"Person","@id":"https:\/\/aokmarketing.com\/author\/dave-burnett\/#Person","name":"Dave Burnett","url":"https:\/\/aokmarketing.com\/author\/dave-burnett\/","identifier":5,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"AOK Marketing","logo":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","width":126,"height":53}},"image":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2015\/06\/ppc.jpg","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2015\/06\/ppc.jpg","height":360,"width":640},"url":"https:\/\/aokmarketing.com\/understanding-ppc-campaign-management\/","about":["PPC - Pay Per Click Marketing","Search Engine Marketing (SEM)"],"wordCount":2040,"keywords":["PPC Management"],"articleBody":"Understanding PPC Campaign ManagementYou could say that PPC Management is the opposite of SEO (Search Engine Optimization), even though the data and search fields are similarly organized.\u00a0 However, whereas SEO theory favors valuable content and is matched up according to a variety of algorithm factors, PPC (Pay Per Click) is more straightforward.\u00a0 You get to forgo some of the process of SEO, including writing pages and pages of content, just to convince the search engines that you are a reputable and in-depth site.PPC ads are characterized by the \u201csponsored links\u201d with text \/ graphic ads that appear on the sidebar, in contrast to SEO which appears in SERPs (Search Engine Results Pages) 1-10.\u00a0 These are very noticeable and sometimes they are noticed first even before the #1 SEO result, because of their convenient placement and very specific keyword term.\u00a0 \u00a0PPC Campaign Management Explained for MarketersHow PPC WorksThe good news is that PPC campaigning allows you to simply pay a fee for a guaranteed placement on the keyword of your choice.\u00a0 You don\u2019t have to fight the good fight of trying to constantly please Google and land on the #1 spot each and every time.\u00a0 Instead, you simply choose the keyword you like, create a text ad (or graphical ad), and a corresponding landing page where you can send the traffic who clicks your ad.The way the system works is that you pay for each advertisement that is clicked, not for conversions or even impressions.\u00a0 You enter a competitive bid \u201cper click\u201d and then pay for people to land on your page, no doubt proud of your landing page, text ad and linking information, since this is your official \u201c5 minute\u201d presentation to your new lead.Right away, you can see that this places an extra emphasis on keyword quality, that is the right keyword that your customers are most likely to type in for their online search.\u00a0 The keyword cannot be too vague, because (1) that will increase the level of competition probably beyond what you can afford \u2013 let\u2019s face it, \u201conline store\u201d is everyone\u2019s favorite word, including mega corporations; (2) it\u2019s not going to endear your TARGET audience to your website, since your customers are not doubt looking for something very specific instead of a broad one or two word search.You don\u2019t get charged by impression\u2014that is, how many times people see your ad displayed.\u00a0 However, most sites like Google do eventually suspend your keyword selection if you have a high number of impressions but no clicks.\u00a0 This may not be costing you anything but it is costing the search engine company and not proving to be profitable to either of you.\u00a0Just as in SEO, the more targeted and specific your keyword searches the better you do on CONVERSION.\u00a0 No, you may not get as heavy overall traffic as you would with a broader search but you do get better quality leads that convert to sales more easily.\u00a0Naturally, you must determine a budget that works for you since all of these clicks will add up quickly and cost you a good investment.\u00a0 You especially have to watch out for high priced keywords that do not get leads in return.\u00a0 True, you may be doing well with brand awareness if you have a considerable number of impressions but ultimately you cannot afford to keep buying keywords that do not convert.\u00a0 Some keywords are actually so expensive that EVEN IF THEY DO CONVERT, most marketers will drop them if they exceed the budget.\u00a0What\u2019s nice about a PPC campaign is that you can put a cap on these keyword budgets and make sure you don\u2019t go over a certain amount of clicks per day.\u00a0 If you can only afford $5 a day, then you put that and you pay up to $5, at which point your ads will stop displaying for the rest of the day.The Landing PageThe landing page of a PPC campaign is an important part of the process, since this literally the sales pitch.\u00a0 You can\u2019t sell anything with just a text ad.\u00a0 As soon as someone clicks on your ad the pressure is on\u2014you have to convert using an attractive landing page (not necessarily a homepage) and then including call to actions, a strong incentive-based page of copy demonstrating the value of the product, and an easy to user interface.\u00a0Since you will use a number of keyword searches, prepare to create many landing pages, all of which will have its own unique approach to using the keyword in question as well as connecting it with the keyword text ad.\u00a0 Discrepancy between the keyword in the ad and the landing page is one common reason why users navigate away from the page.\u00a0Remember that in PPC, arguably more than in SEO, you have to ensure the traffic to your site is quality traffic.\u00a0 Large volumes of traffic that don\u2019t earn you sales really do you no favors.\u00a0 Sometimes getting leads may be the priority rather than actual sales, but it\u2019s up to you to maximize your clicks and make them cost effective.\u00a0In general landing pages tend to be resource pages that provide helpful content and possess engaging headlines, powerful copy, interesting visuals and some type of credibility established (usually testimonials).\u00a0Resources Open to YouIt\u2019s nice to know that you have free tools at your disposal.\u00a0 Using a tool like Google Adwords Planner can help you search for keywords that are relevant and popular and niche-popular for that matter.\u00a0 Don\u2019t just go by your instinct.\u00a0 Try to search for keywords that are meaningful to your industry and business, while also being popular searches on the Internet.\u00a0 You can also make sure these words are used by your competition and analyze how well they perform, and where they are used on the page.Sometimes managing a good campaign involves using the popular keyword a certain number of times, but naturally, as well as using the keyword in the meta descriptions and in headlines.\u00a0Analyzing the Click Through RateThe CTR ratio tells you how often people click on an ad and go through to your site.\u00a0 Obviously a high CTR is a good sign and all in all, this is what matters to the likes of Google, Bing, and all other search engines and social media website.\u00a0 And yes, your \u201cQuality Score\u201d (especially with Google) is partly determined by the click-through rate.\u00a0 \u00a0This does not mean however that a high-click through rate always means success for you.\u00a0 If your keywords get high clicks but don\u2019t generate leads or direct sales it\u2019s bad for profitability.\u00a0 Research the right keywords is very important. The Latest NewsRecent changes to Google\u2019s PPC Ad Words system are important to note, since they may affect the way you plan your campaign.\u00a0 Google no longer automatically awards the top spot in its sponsored research results based on bidding price.\u00a0 You have to earn it by having quality ads, quality landing pages and keeping a high quality score throughout the campaign. You can also get penalized if your page is not geared towards proper Google standards, such as in avoiding black hat practices (like keyword stuffing, too many irrelevant links, and the like).\u00a0Other factors in Quality Score include: Maintaining a good history of ads that perform well (so don\u2019t keep starting over or moving)Keyword matching in landing page and text adMaking sure you keep only the best performing ads, not all including the underperforming onesThe Strategy You Need to WinThe strategy is not just to come up with a lot of keyword possibilities\u2014the strategy is to understand your goals and your target audience.\u00a0 Clearly defined goals only helps, so that you won\u2019t be scrambling for ideas when you get a hit and when you have an underperforming keyword.\u00a0 Focus on building brand and on achieving measurable results, taking into account leads, CTRs and sales conversions.\u00a0 If you do receive plenty of email signups, are they following through with newsletters?If the answer is no, it may be time to start rethinking various parts of the campaign, since all of these aspects are linked together.\u00a0It is best to have one campaign targeting one product category and one group targeting a single theme.\u00a0 In other words, keep it well organized and don\u2019t jump too far all over the map.\u00a0 Keep it simple and structured.Don\u2019t forget to include a link back to your homepage.\u00a0 While a landing page may be all that you need to sell a product, you may also need a little bit extra \u201ctalking to\u201d for a sale to happen.\u00a0 This is why linking back to your homepage and providing a number of pages can be helpful for that last minute conversion.\u00a0 \u00a0The next step is to track closely what sells and then identify these patterns so you can repeat more of the same.\u00a0 Sell more of the specific product that sells.\u00a0 Increase the budget of the campaign that is selling the best.\u00a0 If sales are being reported then analyze what keywords are working and what landing pages seem the most popular.\u00a0It\u2019s not as easy to analyze the pages and ads that don\u2019t work, but you can study the results to see if there are any patterns.\u00a0 Analyze the competition (within your industry) to see what they are doing differently.\u00a0 Maybe there\u2019s an industry reason why certain keywords are not used.\u00a0 Have you investigated all possibilities?\u00a0Local TargetingWhile you know by now that niche audience targeting works best, don\u2019t forget the importance of geotargeting\u2014that is limiting your audience to people who are more inclined to buy locally.\u00a0 For example, if you have a store in England but receive lots of traffic from the United States (or vice versa) that\u2019s not productive and that\u2019s basically wasted click-throughs. Why not tailor your ads to only reach people in a given location, since your nearest customers are your most likely to buy.\u00a0 This can even work across countries, especially if other countries do not speak your native language and descriptions of the product may be lost in translation.\u00a0Similarly, don\u2019t run any ads on mobile devices if you haven\u2019t configured your site to display correctly, as poorly designed pages could incur a penalty.\u00a0Negative KeywordsNegative keywords are often ignored, because some companies think that nobody actually bothers to negative or filter search.\u00a0 Many users are not learning to subtract words from their search results to get rid of matches that are irrelevant.\u00a0 You can set it to where your ads do not appear for irrelevant keyword searches that add another word to the keyword search which confuses the product or industry.\u00a0 This prevents you paying for traffic that you don\u2019t need.\u00a0 Add negative keywords regularly as this will help in budgeting.\u00a0Analyze the Call to ActionLastly, if everything sees in place, then make sure poorly constructed content isn\u2019t the issue.\u00a0 It\u2019s not enough to spell correctly and have proper grammar\u2014you need writing that sells.\u00a0 Copywriting engages the emotion, provides valuable information and gives incentive to buy.\u00a0 It also includes a call to action, not just at the end but also on each \u201cscroll page section\u201d, so that users are frequently reminded to take action according to the helpful information they see.You\u2019re not always going to hit a homerun when it comes to sales.\u00a0 It takes practice and it takes carefully researching your audience.\u00a0 However, it can be done and now more than ever more companies are getting in on the action, even Facebook which now has its own brand of PPC ads, with a landing \u201cpost\u201d instead of a page.\u00a0 This is clearly a major area of focus for all serious marketers, but it\u2019s not to be used INSTEAD of SEO\u2014but with it, along with social media.\u00a0 A combination of all these factors will help keep your campaign successful. If you\u2019d like more information on PPC campaign management, visit a PPC management service to learn more about how to incite visitors to take action.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Understanding PPC Campaign Management","item":"https:\/\/aokmarketing.com\/understanding-ppc-campaign-management\/#breadcrumbitem"}]}]