Posted by Julie Warshaw on January 27, 2012
A sponsored search campaign can be extremely lucrative. Effective use of Pay-Per-Click (PPC) ads is a cost-effective way to increase visibility, generate revenue and track your investment. Unfortunately, a poorly-managed PPC campaign can have the opposite affect; draining your budget and doing little to promote your business. The difference between the success and failure of your campaign can be found in a qualified PPC management team.
Most major search engines offer to run a PPC campaign for you. On the surface that may seem more cost-effective than hiring an internet marketing agency, but it’s important to remember that these companies are businesses that need to make money, too. A successful sponsored search campaign requires research and refinement. It takes a qualified internet marketing agency, certified in Google AdWords, to hone in on the right keywords for your business. In order to maximize the return on your investment, it’s imperative that your PPC account includes negative keywords (words that may relate to your product or service, but do not reflect what your company offers). Without this level of PPC management, you could find yourself spending a large portion of your budget for keywords which are outside the scope of your business.
Like any other ad campaign, your PPC venture needs consistent attention. As time goes by, you will discover that certain keywords are doing better than others. There may be some words which bring a lot of traffic to your site, but that traffic rarely converts to sales; those keywords are costing you per click and not bringing any returns. Your PPC management team will periodically assess the progress of your account and make necessary adjustments to avoid wasting money on keywords which are driving traffic and not sales.
The success of your business in sponsored search depends on the expertise of the person managing it. The Exults PPC Management team has the experience to get your campaign where it needs to be and the tools to show you how it got there. Their proprietary reporting system offers a unique view of the progress of your campaign. Accessible from any location, day or night, you are able to track your successes for a given keyword; you can see what you are paying per click and what that converts to, sales-wise; and just as importantly, you are able to play an active role in the tailoring of your PPC campaign. After all, your knowledge of your industry is a valuable resource!
Call the team at Exults and get your PPC campaign started or back on track today!
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