PPC management, for the uninitiated, is a service offered by many SEO companies, and it’s the quickest way to achieve a first page placement. PPC management, somewhat tautologically, involves the management of PPC — or Pay Per Click marketing.
Pay Per Click Marketing is a service offered by major search engines like Google, Yahoo!, and Bing. In PPC, you create an advertisement and select a set of keyword phrases to attach to each advertisement. Whenever someone searches for one of those keyword phrases, your ad pops up in the “sponsored links” section of the results. If a searcher clicks on the advertisement, you pay the search engine a small amount of money and that searcher gets directed to the landing page of your choice.
PPC marketing is amazingly effective for companies that don’t have organic SEO rankings yet; it’s the only way to get on the first page of search results on day one of your new website’s existence. But for all of that, there are serious pitfalls for the unwise. Choosing the wrong keywords can result in overpaying for clicks, or worse yet paying for clicks from people that are looking to learn (as opposed to buy). These ‘off-market’ keywords can suck money out of your wallet at an astonishing rate for virtually zero RoI.
PPC Management essentially means “you pay some PPC experts to manage your PPC campaigns for you.” The SEO company chooses keywords that convert at a good money-per-click rate, and they advertisements that catch the eye of surfers nicely. Furthermore and most importantly, they track everything about your PPC campaign, so if circumstances change and a keyword becomes more expensive or converts less often, they can drop it from the campaign in order to keep things tight and effective.
Without a talented PPC manager, pay-per-click marketing is like a pitcher plant — once you start to slide into the vortex, it doesn’t ever get any better. PPC management that works, however, does a wonderful job of getting your website visitors quickly and often. All you have to do is be able to turn those visitors into enough sales that it pays for the PPC campaign and the extra cost of the PPC management firm.