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Pay Per Click Management

Pay per click management isn't as hard as it used to be. There are many tools for pay per click campaign management. Most are included with your Google or Yahoo search marketing account. Manage PPC bids and keywords with ease - we explain how.

It is easy for pay per click advertisers to either become obsessive about checking and over-checking pay per click bids or to neglect bids altogether. Both can be detrimental to a pay per click ad campaign. Learn how often you should be checking pay per click bids.

Basic PPC Management

Because pay per click advertisements are ranked, and higher ranked ads show up higher in search results, many pay per click advertisers are concerned about their rankings. Its easy to spend too much time worrying about your ranking or, on the other hand, to ignore rankings and perhaps lose out on advertising opportunities. Because rankings are based in part on your keyword selection and your pay per click bid, you can allot some time to making decisions that will help your rankings without becoming obsessed with them.

How often should I check my ranking?

For most pay per click advertisers, checking your rankings weekly is a good strategy. This allows you to adjust your bid and keywords if necessary, without spending too much time and energy worrying about your ranking. If your keywords put you in a very competitive category, you may want to consider checking your ranking on a daily basis. Be careful, though, not to spend too much energy obsessing over your ranking, or getting caught up in bidding wars that can quickly deplete your advertising budget.

How should I set my budget?

Set your budget before you make bids. Decide how much you have to spend on your pay per click advertising campaign, and what return you can hope to get from it. Don't spend more on an ad campaign than you can reasonably expect to make back when people go to your website and make purchases. Most of the major pay per click providers allow you to set a daily, weekly, or monthly budget, so you can use that as a guide to help you avoid overspending. If you already know your budget you can avoid the pitfalls of getting into bidding wars that can quickly drain your budget and your profits.

Should I use automatic bidding?

Automatic bidding is a feature of some pay per click providers that allows you to set your maximum bid amount, and then if someone else is bidding against you your bid automatically goes up until it reaches the limit you set. This may be able to help you avoid going over your budget if you avoid the temptation to raise your maximum bid, but it also is probably not as effective as reevaluating your advertising campaign each week to improve your rankings.

Tips for saving time

If you have bids on a lot of keywords, concentrate your efforts on those keywords that are actually driving traffic to your website. This will save you time and money as you put your resources into the ads that are giving you the most return for your investment.

If you feel like you need some extra help managing your pay per click advertising campaign, you can also check out PPC management software programs that help you make the most of your advertisements.

Related Article: Pay Per Click Software >>

 
 
PAY PER CLICK GLOSSARY TERMS
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