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PPC Management – Is it worth the money?

By Shalom | July 4, 2007

Should you hire a PPC management company? Everyone likes to believe that managing PPC ads are as easy as Google’s basic interface makes it appear. However, in reality, PPC management should be done by professionals. Unless you believe that your “home made” campaigns can not be improved. If so – then I would still recommend expert PPC management in addition to a serious reality check!

Cost per Click and Ad positioning are directly related to quality score. Under-optimized campaigns and poorly performing keywords with low quality scores can not only cost more per click than your competitors, but can also earn you a penalty resulting in a defualt minimum $5 or $10 bid just to be active in search. Experienced PPC firms work to optimize ads and keywords to ensure higher quality scores and lower costs per click.

PPC management is not free! (dahhh) Firms charge anywhere between 10% – 25% of total ad spend depending on size of spend, size of account and type of industry. For smaller accounts with lower monthly budgets, firms usually add a fixed retainer fee as wel.

So why pay up to 25% on ad spend for a PPC manager? Simply because even after paying the fee you will probably be making more return or your advertising investment. Managing camapaigns effectively is highly labor intensive. PPC management requires competitive analysis, statistical anaylsis, creation of ad creatives (ad text), variation testing, landing page creation and testing, plus other things that may apply – click fraud investigation and appeal, copywriting, coding and graphics for web pages, Image ad creation, etc.

PPC management is no joke and for serious website owners and companies – PPC management should be done by professionals (not one guy who knows about PPC) but a firm that has all the necessary resources to handle every part of the PPC optimization process.

Topics: Google Adwords, Internet Marketing, Microsoft Adcenter, PPC and CPM Advertising, SEM, WebTov | No Comments »