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What is Pay Per Click (PPC) Management?

What is Pay Per Click (PPC) Management?

Definition: Pay-per-click (PPC) management is the process of monitoring and managing a company's PPC advertising spend. It often strategizes and buys ads while minimizing total costs. This can be done by the e-merchant or vendor, or you can hire a specialist company to manage PPC purchases on your behalf.

PPC management is generally seen as an evolving art where perfect optimization is not possible but is still the goal.

Paid advertising campaigns on search engines like Google or Bing, also known as PPC marketing, or paid search marketing campaigns, can be a quick and inexpensive way to achieve your company's marketing goals, but only if when you are properly organized and organized. This can be a very effective way to get your content in front of the eyes of your target audience when they search for your products and services. It's easy to see results quickly with this marketing strategy.

However, without thoughtful strategic management, pay-per-click marketing can be difficult and costs can quickly spiral out of control. PPC is complex and competitive, requiring a high level of comprehensive knowledge, sophisticated strategy, time, and experience. Most companies that try PPC management struggle with the learning curve and almost always lose money and ultimately fail in their efforts. Money is often wasted and can lead to frustration or stress. Very few people are able to make a profit that is a fraction of what they could have made if it had been built and managed properly.


pay per click management
pay per click management

Why is PPC Management Important?

PPC campaign management is important because by proactively managing your campaigns, your business can make strategic, data-driven decisions that can improve your pay-per-click performance and return on investment.


Pay-Per-Click Software

Pay-per-click (PPC) software is a tool that allows businesses to set up, manage, edit and track the performance of PPC campaigns. This software allows users to set up campaigns based on bid amount and budget and place PPC links on different channels like Google Ads, Bing, and Facebook Ads. It also provides keyword suggestions.


What does a PPC Agency or Specialist Usually do?

Effective PPC management revolves around several interrelated issues:

  • Keyword Analysis: Discover and target specific keywords and search queries entered by potential leads for a business.
  • Channel Strategy: Google AdWords, Bing Ads, affiliate networks, and paid social media placement are some of the channels to consider for PPC marketing.
  • Monitoring: Closely monitor search term reports to see which keywords/queries are used the most, to focus your purchases on the most common searches.
  • Monitor overall ROI and use it as a guide to determine the amount paid and scope of ad buys.
  • Competitive Analysis – Keeping track of strategies and tactics used by competitors is important and time-consuming. For example, deciding whether to compete directly by bidding on the same queries, or instead targeting queries that the competitor is ignoring (competitive gap).
  • Negative Match: Optimizing ad spending by filtering out users who match a category that is unlikely to convert. A high-end fashion retailer, for example, might limit its advertising to the top 10% of consumers by revenue. A brick-and-mortar business, like a restaurant, will limit advertising to those in geographic proximity.
  • A/B Testing – Continuous split testing is one of the most effective ways to improve PPC ROI. Text, graphics, and other display variables can be used together to find the most effective way.


How much do PPC Management Services Cost?

So, you're interested in PPC management services, but before diving in, you want to know how much it costs.

Before exploring different pricing models, keep in mind that the average business spends between $9,000 and $10,000 per month on PPC campaigns. This amount is your budget for running the ads and does not take into account the costs of hiring staff or an outside company.

So, let's look at two PPC administrative cost models:

  • Run your PPC campaign in-house.
  • Hiring a PPC Management Company

Internal PPC

If you run your campaign in-house, your biggest costs come from retaining staff.

Salaries are the most important internal expenditure. If you have multiple people on your marketing team who add PPC to your work list, you should consider their salaries and any additional compensation, such as benefits, as part of your costs.

Another cost factor is time.

If your team members are busy running your PPC campaign, it will take away their time for other tasks. Although this is not a financial cost, it can affect operations that have a financial impact on your business.

If you decide that you don't want to take team members away from their jobs, this leads to you hiring additional employees. Hiring more employees will add more salaries that you will have to account for in your business expenses.

PPC Management Company

When you hire a PPC management company, the costs will depend on the type of package your team gets. Some companies will have a flat fee, while others will charge based on how much you spend on PPC ads.

By hiring a PPC agency, you can expect to pay $350 to $5000 per month on top of your advertising investment.


Who Should Hire a PPC Management Company?

While some businesses may balk at the added cost of hiring experts to manage their PPC campaigns, in many cases it can pay for itself by increasing performance.

  • Is anyone new to online advertising?
  • Companies that lack an in-house advertising team.
  • Small businesses without sufficient manpower to effectively monitor PPC.
  • Organizations that cannot afford the sometimes expensive database and software systems required for optimal PPC management.

Dedicated PPC management companies have significant experience in this area, as well as established industry contacts and links with existing advertising platforms. They can allow marginalized online businesses to compete almost on par with larger operations.



As you can see, PPC management is a strategic move, not a series of development moves or moves. Profitable Google Ads campaigns mean using data to inform, optimize and grow long-term.

Let this guide set you on the path to profitable PPC management. Use the data available, as well as the data you collect over time, to continuously improve your ROI.


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