What You Should Know About PPC Management

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Pay per Click (PPC) advertising is a type of online advertising in which advertisers are compensated each time a user clicks on their online advertisements. PPC is one of the most effective methods of increasing website traffic, and when done correctly, it can help you stand out from the competition.


  • Definition of PPC Management
  • Main objectives of PPC
  • PPC Manager Tasks

Definition of PPC Management

It is the process of monitoring and managing a campaign’s PPC advertising expenditure.

These companies can either manage their own PPC campaigns or hire a third-party agency that specializes in media buys and/or PPC management.

It’s critical to execute PPC correctly if it’s part of your digital marketing strategy. So PPC Management takes time and digital skills. Paying for PPC management services allows you to focus on other aspects of your business. These are the skills you need to learn if you want to manage your own digital advertising budget.

Main objectives of PPC

These are the three main goals you should aim for when working with a PPC model.

1. Reduce ad budget and spend waste

Wasted ad spend is a major issue in marketing. Qualitative over quantitative digital advertising waste prevention This is one of the most important tasks for PPC managers.

2. Lower your average cost per click (CPC)

By improving your ROAS, you will automatically lower your CPC. The cost per click is the fee an advertiser must pay for each user click. Low CPC means more leads for your ad budget and lower cost per acquisition.

3. Boost your Return on advertising spend (ROAS)

Return on advertising spend (ROAS) measures how much revenue your company earns for every dollar spent on advertising.

PPC Manager Tasks

Some of the PPC Manager Tasks are as follows:

  • Competitive Analysis

In digital marketing, you can use your competitors as a source of inspiration for both good and bad. PPC managers must also constantly monitor their competitors’ actions, weaknesses, and strengths. It’s not about being like them, but about being better by being different.

  • Monitoring

A pay-per-click campaign is monitored to assess and improve its performance. Only tracking and monitoring results will ensure that your PPC budget is driving business growth.

CTR is one of the most closely watched metrics by PPC managers. Divide the clicks by the impressions to get your CTR. It shows that your target audience found your ads interesting and useful.

  • Keyword Analysis

It’s the process of learning how your target customer searches for your products or services online. Keyword research is the foundation of any successful PPC campaign. PPC managers should always start by organizing keyword lists and bidding on relevant keywords.

  • Channel Plan

Digital marketing channels are the various platforms you can use to inform your target audience about your brand, product, or service. Each channel can help with specific business goals. Some are suited to specific ages or interests. Knowing which channels to use is critical to a PPC manager’s job and to your PPC strategy.

Email, websites, organic search (SEO), paid search (SEM), mobile, and display are all digital marketing channels.

  • A/B Testing

AB testing is used to improve ad performance. Test different text ad formats to see which works best with your target audience. You can change the title, ad copy, or call to action in each ad (CTA).

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