Throughout the past few years and months ppc management has changed from a seemingly easy task to a task which takes full time maintenance and daily management. As Google Adwords and other pay per click networks such as Yahoo and MSN have grown increasingly complicated many companies are being forced to outsource their ppc management to professional search marketing management companies.

Although Google Adwords is an extremely profitable investment for most online businesses many companies are finding that with the rapid advancement of the ppc industry it no longer makes since to manage their Adwords campaigns internally. With the rapid advancement of software and changes to pay per click management techniques, managing adwords campaigns internally has proved to be extremely time consuming and extremely cost deficient. Besides being unable to keep up in the ever evolving pay per click management world many companies simply can not afford to hire a full time employee to manage their ppc campaigns.

Many companies are now beginning to outsource their ppc management to search marketing companies who are able to manage their clients’ campaigns full time. Not only does this prevent companies from having to hire out their own ppc managers, but it also relieves all of the stress when it comes to staying up-to-date on the MANY changes of the pay per click world.

While it is not impossible for a company to manage their ppc campaigns internally and still make a profit, it is growing increasingly difficult to do so. As a matter of fact the amount of time it takes to stay up-to-date on the latest tool and techniques many times proves to be a huge factor why many companies are choosing to outsource their pay per click management.

If you were to ask around you will probably find that one of the #1 reasons companies are choosing to outsource their ppc is simply because they just do not have the time to study and learn the newest pay per click techniques. It is totally true. Pay per click has pretty much turned into something that pretty much requires a full time job to manage. However, some companies are actually able to turn their ppc management over to their marketing managers who in turn will have to spend hours of study in order to keep up with the most complicated of ppc programs, including Google Adwords.

There are several highly trusted, professional ppc management companies on the market today and many of them are able to provide full time maintenance for their clients’ campaigns. While it does cost money to outsource to such companies, it is definitely an investment worth while considering the amount or research, time and proprietary tools it takes to compete in the pay per click world today.

Most advertisers fail to realize that at the end of the day PPC Management is all about conversion. Conversion should be your number one priority when it comes down to managing your adwords and ppc campaigns. After all, why should you spend money on traffic if your website is not optimized for conversion? If you are buying traffic and paying for your clicks, don’t you want the highest amount of sales/conversion you can possibly get out of it?

I know website conversion is a no brainer investment but did you know that the vast majority of Google Adwords advertisers have no clue what their conversion rate is? Why pay for traffic if you are not even sure what percentage of that traffic can be converted into sales or leads for your business? I could go on and on about how foolish it is for you neglect this most important part of ppc management but instead let me show you a few way you can increase A.) Track you conversion and B.) Increase your conversion rate for you website.

PPC Management – Conversion Tracking

Knowing your website’s conversion rate is crucial. How else will you know what prices to bid for your keywords? First of all installing conversion tracking on your website is very easy and it is the first step to actually improving your conversion rates. There are many tools on the market today that assist you in tracking the effects that changes on your webpage can have on your conversion rate. These tools will actually test multiple changes that you make on your website and help you to interpret the data so that you will know for sure which changes actually increase your website’s conversion.

What Actually Increases Conversion?

Well, there are actually several factors that have proven to increase conversion time and time again. If you plan on making a sale the first thing you have to worry about is keeping your visitors on your site long enough so that they can be called into action. (Every website needs to have a very clear, specific call to action, by the way.) How can you keep visitors on your site longer? Simple, capture their attention by using audio or even better video.

Headlines

Do not be fooled. Conversion is not all about tweaking the headline of your site. There is so much more to it than that but I will say that your main headline for your site will have a drastic effect on how many visitors will actually bother to read your copy. If you can not write a good headline yourself then start compiling a swipe file of all the headlines you find on your competitors’ sites. Which ones grab your attention? Which one peaks your interest the most? From these, begin to write your own headlines and then test them against each other. When you have a clear winner, write another headline to try to beat it.

There are several other factors that increase conversion but my main point is simply this. There is no point in paying for traffic if your site does not convert a healthy portion of that traffic into sales. After all, you pay for traffic to make sales! Never forget conversion is the most important part of ppc management because those who succeed in conversion make more money and have more money to invest in their online advertising campaigns.

Are you offending the Google gods by committing any of the hideous sins of ppc management? Most adwords advertisers do not realize it but there are several things the Google gods absolutely hate when it comes to adwords management.

Do you organize your adgroups?

This one step can determine success or failure for your Google Adwords campaigns. You have a couple hundred or possibly several thousand keywords, right? Well if you are doing like most Google Adwords advertisers and cramming all of your keywords into the same adgroups then you are making a huge mistake. Did you know that Google expects to see all of your keywords broken up and organized into very closely knit, relevant adgroups? As a matter of fact if you are NOT organizing your keywords in this way then you are blatantly sinning against the Google gods and they will punish you for it!

If your keywords are put into adgroups with keywords that are not relevant to each other then Google is going to charge you more money for your clicks. Why? Since you crammed all of your keywords into the same adgroups you pretty much told Google that your campaign has no relevancy. You see, organizing your adgroups correctly is a huge part of achieving “Relevancy” in ppc management. You should definitely know by now if you know anything about ppc management that relevancy is the key factor in decreasing your overall click costs and the secret to getting high ad placement in Google without having to pay near as much as your competitors .

Here is what you must do to satisfy the Google gods and save your adwords campaigns from their terrible wrath. Immediately take all of your keywords and begin to organize them into separate adgroups with each keyword phrase in an adgroup having a common keyword or theme. If you have an extremely large campaign with tons of keywords, do not worry. There are several keyword organizing tools online that are 100% Free. For instance you can download the free program Adwords Editor and use the “keyword grouper tool” to divide your keywords into relevant adgroups.

If you want to have any success in PPC management it is crucial that you organize your keywords just the way Google expects. The Google gods will definitely NOT reward a campaign that lacks relevancy. If you have not organized your keywords properly you may still have a chance to redeem yourself if you fix them now.

PPC Management like the Pros-

However, if you really want to get on Google’s good side you could organize your keywords like the ppc management professionals. Try putting each keyword into its own adgroup.

Split Testing can be one of your most powerful tools in PPC management. Why? Split-testing is one of “the main tools” for decreasing your click costs in Google Adwords. What does Split Testing do? Simply put split testing does two key things. 1) It kills and deletes under performing ads in your adwords campaigns. 2) It continually compares all of the results of your ads performance to find the best possible ad to display for each keyword.

Split Testing is extremely powerful in ppc management because it literally makes your adwords campaigns get better and better each day. It consistently tests your ads against each other to find which ad will out perform the other and which ad will entice the most clicks.

It’s a great feeling to know that each day your Google ads are getting better and better and that all of the sorry, under performing ads that are sucking money out of your wallet are getting deleted. You may ask, “Well how can sorry, under performing ads be sucking money out of my wallet? They’re not getting many clicks.”

Trust me, your sorry, under performing ads can be very expensive even though they’re barely getting any clicks. Why? Simply because Google has a way of rewarding good ads with lower click costs and punishing bad ads with high click costs. Just one or two clicks on your sorry, under performing ads each day can be quite expensive. Doesn’t it make perfect sense to delete your sorry, under performing ads and replace them with super performing, click enticing ads? Not only will you get more clicks but you’ll also be saving more money!

Split testing is extremely important in the ppc management game. Who doesn’t want to decrease wasteful spending in adwords and get even more clicks. Split testing is a key ingredient to succeeding in the adwords management game but the funny thing is, most people don’t even know what split testing is!

Simply because most advertisers don’t know what split testing is and the few that do know what it is aren’t doing it makes split testing ads an extremely effective tool. It’s an excellent way to spend less and get higher ad placements than you competitors. That’s right; Google rewards ads that have good performance with higher ad position at lower click costs! Who doesn’t want that?

Sadly, we’re seeing that most ppc management companies are not telling their clients about the power of split testing. There could be several reason why. First of all it can be a lot of work to manage split testing for multiple clients. Secondly, sine the average ppc management company charges clients on a percentage of their adwords spending they have little incentive to reduce the amount their clients are spending in adwords.

If you have any aspirations of succeeding in the ppc management game you definitely need to be 100% sure that whoever is managing your adwords campaigns is Split testing your ads EVERY DAY!

A crucial part of succeeding in ppc management is ensuring that all of your ads are perfectly relevant to every keyword you have. “Perfectly Relevant Ads” have three very special powers that make them downright “magical”. Magical ads have the power to do three things, 1) Decrease your cost per click, 2) Get far higher ad placement, 3) Attract only super targeted traffic to your site. These three powers are exactly what thousands of advertisers seek each day but are denied because their ads simply are NOT “magical”.
What makes ads magical?

Magical ads all have one thing in common; “Perfect Relevancy”. Relevancy is when the exact keyword searched on shows up in your ad three times. For instance if someone goes to Google and searches on the keyword “Accident Attorney” then the keyword “Accident Attorney” need to show up in your ad.

That way Google see’s that your ad displaying for that particular keyword is relevant to what the searcher was looking for and the searcher also sees that your ad is relevant to what he was searching for because it contains the same keyword that he typed into Google. Relevancy is the key when it comes to successful ppc management so making your ads “magical” or “magically relevant to each keyword” is crucial.

All Google ads consist of four parts; a headline, two lines of ad text, a display URL and a destination URL. Manipulation of three of these parts is crucial when it comes to making your ads magical.

As an expert in PPC Campaign management I have found that when the keyword searched on is found in three specific parts of an ad three things are going to happen: The ad will receive a lower cost per click, it will show up higher in Google and it will result in more conversion/sales (because it harvests mainly super targeted traffic). Making ads magical (100% relevant) can is a very tricky part of ppc management.

Making Your Ad Magical-
Making all of your ads 100% relevant to everyone of your keywords can be very hard task in ppc management because now you have to write a specific ad for each one of your keywords! Unless you use a ppc management service like AbsolutelyDominate.com which does all of the grunt work even if you have thousands of keywords.

A perfectly relevant ad should contain the keyword in three places, once in the headline of the ad, once in the ad text, and once in the display URL. Not only will this make your ad perfectly relevant in the eyes of Google but it will also make your ad stand out among the rest because Google will automatically bold the keyword each time it is found in your ad.

Making your ads 100% relevant is a huge part of succeeding in ppc management. If you go and type in anything in Google you’ll notice that 99% of the time no one know how to make their ads 100% relevant! This is one reason why making your ads perfectly relevant is so important to you. Your ad will be head and shoulders above the rest!

If you have any plans on Succeeding in Google Adwords management you basically need to do everything you can to suck up to Google. You need to do everything you can to make Google like you and make Google be on your side. After all who decides how well you do in your online business? You? Your work ethic? Your reputation? Nope, Google ultimately decides how well you’ll do in your online business. If you’re not doing everything you can to suck up to Google you might as well kiss your dreams of online success goodbye.

There are a number of different ways you can suck up to Google but there is no one thing that totally appeases Google. It takes a combination of several different factors to appease the Google Gods. You need to do everything you can to structure you business for Google’s liking. Then and only then will you find favor in the eyes of Google.

Running a Successful Adwords Campaign requires that you master each of the following techniques and practices I list below. I have been in PPC Management long enough to see the rewards of those who please Google and the pain of those who angered the Google Gods.

Optimizing your Adwords Campaigns
Do you have all of your keywords stuffed into just a few ad-groups? If so, Google hates it when campaigns are set up like this and will surely slap your campaigns with “0% relevancy”! Each keyword you have should actually be in an ad group all on its own!

Optimizing Your Ads
Did you know the structure of your ads plays a huge roll in determining your success in ppc management? Each keyword you have should have an ad written specifically for that keyword and with the ad appearing once in the ad headline, once in the ad text and once in the display URL.

Optimizing Your Site
Is your site optimized for Google? If not then I guarantee you that you won’t get too far in Google adwords management. Google is completely obsessed with relevancy and is always checking to see if your site is 100% relevant to the keywords you are advertising on. If Google finds the keyword you’re advertising on isn’t found many places on your site then you’re in big trouble. Google will determine your site has no Relevancy. Your site could be perfectly relevant to every keyword you have if you know how to use, “Magic Keyword Insertion” The guys at AbsolutelyDominate.com are great at this.

Split Testing Ads Daily
You’re a LOSER if you’re not doing this and it’s only a matter of time before Google hates you! Split testing is the process of writing several ads for each keyword and testing them against each other to see which ones perform the best. Split testing determines which ads are great and also which ads should be deleted. Google loves good ads and rewards good ads with higher ad position and lower click costs. On the other hand if your Adwords campaigns are full of sorry ads with horrible Click-Through-Rates then Google will give your ads horrible ad placement while charging you more than you should have to pay per click.

All of these “Google Pleasing Techniques” are extremely important and crucial to the survival of any Adwords advertiser. I know that all of the technique take time, patience and a massive amount of Learning but if you master them you will surely find success in Adwords as you find favor in Google’s eyes. If you can’t do these techniques yourself I highly suggest you find a PPC Management company like absolutelydominate.com to do all of this for you.

Every Adwords advertiser is always looking for a way to decrease their click costs. When in reality most ppc advertisers wake up in the morning to find their costs per click climbing higher and higher and soaring to ridiculously
high levels. Most people get very frustrated at this point and end up shutting down their campaigns. What most people don’t understand is the reason Google keeps charging more and more per click is because their Adwords campaigns have some big problems and these big problems are resulting in penalties from Google. That’s right; you’re being punished by Google. Below are the main reasons that your campaigns are suffering from Google’s wrath as well as what you can do to get back on Google’s good side.

Relevancy
Firstly, you need to understand that Google is absolutely obsessed with “Relevancy”. In ppc management Relevancy is the key to either succeeding in Adwords or failing miserably. Google is all about returning relevant search results to their users. So what does Google look for in your Adwords campaigns? Google is looking to see if your ad and your site are 100% relevant to the keyword that was searched on. Google loves to see the keyword appearing in your ad a couple times and appearing several times throughout your landing page. That way Google know that it’s providing the searcher with relevant results. If your campaign is not set up like this then this is exactly why your bid prices are going up everyday. Google has deemed your campaign with “0% Relevancy”.

You Must Make Your Campaigns Have Relevancy
You may ask, “Well how is it possible for me to write a specific ad for each keyword and make my landing page relevant to my entire keyword list?” That’s where the art of professional ppc management comes in. You MUST make your ads and your landing page be relevant to the keyword searched on. This is the key to getting lower click costs! If you don’t have the time or the know how to make your campaigns have perfect relevancy then it’s time you considered outsourcing your ppc management to a professional.

You Must Organize Your Campaigns Correctly
Google majorly frowns upon campaigns that have all of their keyword lists stuffed into just one or two adgroups. Google expects all of the keywords to be sorted and organized into very closely knit adgroups with all of the keywords in an adgroup being relevant to each other. Google hates campaigns that have tons of keywords in the same adgroup and absolutely detests when the keywords have little to do with each other. In ppc management I’ve found that I get far better results if I take my clients keywords and put each keyword into an adgroup on its own. Organizing your
campaign correctly is a huge part of getting great click costs in Google.

Split Testing Your Ads Can Dramatically Decrease Click Costs
That’s right; Split Testing your ads Daily can have a dramatic effect on click costs. If you think about how Google determines ad cost you’ll begin to realize how important Split testing actually is. Split testing helps you find which ads are higher performing and obviously the higher performing ads get the most clicks. If your ad is 1) Perfectly Relevant and 2) Has a great Click-Through-Rate this means that your ad will have a higher Quality Score. Quality score helps determine your ad rank and your cost per click.

I know it sound very confusing, but Split Testing in combination with the techniques I mentioned above is extremely powerful. If you don’t understand all of these strategies to decrease your click costs, then it’s time you decide whether you’re going to learn how to apply all of these strategies yourself or whether you’re going to let a PPC Expert do all of the heavy lifting for you. Adwords is a complicated game but if managed correctly can be a very profitable source of income and leads for your business.

There are 6 very important things you should look for when choosing a PPC management service to manage your Adwords campaigns. You need to know exactly what to look for so you can be absolutely sure you’re getting your money’s worth and not getting ripped off by run-of-the-mill ppc management companies. Research shows that only a small fraction of ppc management companies are doing what it takes to give clients the best possible ROI (return on investment). Below are the 6 things you MUST look for to insure you’re not getting ripped off by a so called ppc management company.

Daily Split Testing

Did you know that many ppc management companies are not offering Daily Split-Testing as a regular part of managing their clients’ campaigns? Why is this such a big deal? It’s a huge deal because anyone involved in Adwords management knows that “Daily Split Testing” is a very crucial step when it comes to reducing a clients click costs. It’s is so important that it should be performed once EVERYDAY to a clients’ Adwords campaigns. Perhaps many ppc management companies aren’t offering Split testing because 1) It’s a lot of work or 2) because they charge their clients on a percentage of what they spend in Adwords. (Doesn’t sound like much of an incentive to reduce click costs, does it?)

Conversion Tracking

You’d better be absolutely sure that your ppc management company installs conversion tracking on your landing page right from the start. Don’t you want to be able to see exactly which keywords are converting for you and see exactly which ones aren’t converting for you? How will you know which keywords are successful and which ones are just sucking money out of your wallet? Another great reason to use conversion tracking on your website is so that eventually you can utilize an advanced Google bidding strategy which helps you decide exactly how much you are willing to spend per conversion.

Ad Optimization

Making sure that your ads are optimized for Google is so important. You’re going to be paying so much more for your clicks if your ppc management company isn’t optimizing your ads. Google likes to see ads that are perfectly relevant to the keyword that was searched on. You need to make sure to find a ppc management company that is taking the time to make all of your ads perfectly relevant to the keyword searched on by writing a unique ad for each any every keyword you have whether you have 100 or 3000 keywords.

Consistent Reporting

You’d best be sure that your ppc management company has very Consistent Reports sent to you on a regular basis. How else will you know what has been done to your Adwords campaigns or if they’re even doing any work for you? I wouldn’t dare let a company manage my Adwords campaigns if they didn’t have consistent reporting to me so I could be sure I’m getting my money’s worth of work.

Proof of Continuous Education

Are you aware that the PPC world is always changing? Just like the rest of the internet world the PPC world is consistently becoming more and more advanced. This means that as Adwords experts we have to continually adapt and change our strategies in order to stay on top of the Adwords game. You need to be 100% sure that your ppc management company is not slacking off when it comes to being extremely knowledgeable about new ppc technology and new ppc techniques. As co founder of AbsolutelyDominate.com I personally am involved in several coaching clubs and continuing education programs from the world’s best internet and PPC experts. Finding a company that invests time and money into continuing education is so important. Make sure you find a ppc management company that invests heavily in continuous education!