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Proper PPC management is critical to your advertising success. It can be performed in-house by your marketing team or outsourced to an external agency. A successful PPC strategy includes a variety of techniques, including Google Ads, Bing Ads, display networks, and social media advertising. It also requires ongoing monitoring and evaluation of campaigns to ensure positive ROI. This includes competition analysis and keyword analysis. This article will discuss the best practices for PPC management.

A key part of PPC management is reporting on campaign results. Reports should be customized to your KPIs, and should be sent on a regular basis. Different PPC management companies use different platforms for reporting. Some use Google Data Studio, while others use Excel. You can also choose between static reports and dashboards, which can provide more detailed information. Once your PPC campaign is set up and running, you can evaluate how it is performing.

The conversion rate is a crucial element of PPC management. This number shows the percentage of traffic that makes a purchase. This number helps you calculate how profitable your PPC campaign is. If the conversion rate is low, you may need to increase your keyword selection and increase your bids. It can also affect your ROAS goals. If you want to maximize your return on investment (ROAS), you need to know your average lifetime value of a customer.

Your PPC campaign manager will determine the appropriate level of aggression for your campaign. He or she will also make changes to your account based on these changes. For example, your PPC manager might decide to lower your bids on keywords that aren’t generating enough revenue for your business. Another effective strategy is to pause campaigns that don’t generate enough revenue. If you sell a range of products, you can decide to pause the campaigns of your least profitable product groups.

The first step of PPC management is to identify and prioritize your goals. While it can help you build brand awareness, this goal should come second to revenue. Creating a positive brand image is the most important goal, so set a revenue target before experimenting with other strategies. Your goals should be aligned with the goals of your PPC manager. If you’re not sure what to focus on, your strategy will be useless.

Your PPC manager should be able to analyze your results to determine what keywords are performing well. Besides targeting the right audience, he or she should also understand the consumer’s buying journey. It is important to keep in mind that you must consider the buying journey of your target consumer. If he or she fails to do so, the entire campaign will fail. Similarly, your PPC campaign should not only be relevant to your target demographic but should be targeted to a similar demographic.