A Complete Guide to PPC Campaign Management

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Have you heard a little about marketing with PPC and you’re curious to learn more? Or maybe you’ve managed a few campaigns before but you know you could get better results?

PPC doesn’t need to be confusing, so if you’re ready to learn some new skills, you’ve come to the right place.

Building and executing an effective and successful PPC campaign involves the management of lots of different moving parts at the same time.

Whether you’re managing PPC for the first time or you’re looking for some new tips, this guide will make it simple and easy for you to hit your goals.

Read on to learn how you can set up, optimize, and manage your PPC campaigns.

What Is PPC Campaign Management?

PPC means pay-per-click. Basically, advertisers pay a fee every time someone clicks on one of their ads. It’s also a way to attract new visitors to your site without earning them organically.

You specify how much money you’d be willing to pay for each visitor who clicks an ad and arrives at your website. You also choose phrases or keywords that you’d like your website to be associated with when people are searching.

PPC is a great way for you to reach your target audience by advertising to them in the places where they’re hanging out online.

As prospective buyers begin researching companies selling the product they’re looking for, they’re naturally attracted to those that have a high ranking in Google. PPC also helps you position your company as an expert in your niche, increasing trust in your business and building your brand.

PPC campaign management is about getting the most out of your PPC campaigns. This includes making sure that it’s set up correctly, optimizing it effectively, and adjusting when necessary.

To get the best results possible, you’ll need to continually check in and see what’s working and what isn’t. This will ensure that you’re not wasting your marketing budget on strategies that don’t give you the best ROI.

Google AdWords

Google AdWords remains the most popular option for PPC campaigns. This is because Google is still the world’s largest search engine with 67% of market share.

Google AdWords allows you to create ads that will appear on the search engine. Once you’ve bid on your keywords, and each time a search is initiated, your ad may be shown to the person searching for those keywords.

Google has a huge number of advertisers. It’ll choose the winning advertisements by looking at the size of their bid, and the relevance of their ad campaigns and keywords.

This is based on your Ad Rank. Your Ad Rank includes two metrics:

Your Quality Score

This includes:

  • The quality of your landing page
  • The relevance
  • Your click-through-rate

Your CPC Bid

This is your cost-per-click bid, which is the highest amount you’re willing to spend.

Essentially, the process is a bit like an auction, with the winning advertisers reaching prospects based on predetermined advertising rates that fit their budgets.

How to Manage your PPC Campaign

Right, ready to get started with your PPC campaign management? There are a few things you absolutely need to do correctly in order to have a successful PPC campaign:

Pick the Right Keywords

The first step is to check your customer demand. Obviously, if no one is searching for your service or product, PPC isn’t going to work. You need to verify that there is a decent search volume for what you’re planning to offer.

You can do this by using the Google Keyword Planner. This tool is almost like using a thesaurus. Simply make a list of the phrases you think your leads may be looking for, and enter them into the tool.

The tool will give you other relevant, similar phrases. It’ll also tell you:

  • How many people are searching for those keywords
  • How competitive they are in AdWords
  • How much you would need to pay to use each keyword

With this in mind, you’ll need to answer three questions:

  1. What’s the search volume for this keyword? Are people typing it into Google?
  2. Are the people looking for that keyword likely to purchase from you?
  3. Can you afford to use that keyword?

Spy on Your Competitors

By now, you should have a list of potential keywords. You can reduce your risk by gaining a solid understanding of what your competitors are doing.

Most industries will have businesses who have already optimized their PPC campaigns. This means that they’ve done the work for you, and have already determined which landing pages, ads, and keywords will work in your niche.

You can find out this valuable information by using a tool called KeywordSpy. This tool gives you access to the important historical advertising information that your competitors would rather keep to themselves.

Optimize Your Copy

When you’re investing in PPC campaign management, it’s super important that you have a strong USP. Your unique selling proposition is what makes you stand out from the competition. It gives your leads a reason to choose your business over your competitors.

This means focusing on your core strengths, and finding out what it is that you do better than a similar business down the road. But you also need to be able to effectively communicate this to the person searching- who likely has the attention span of a goldfish.

When you work hard to create the best possible copy, you:

  • Attract qualified leads who will choose your ad over your competitors’
  • Repel unqualified leads who are unlikely to buy and would waste your ad budget by clicking through

Track Your Conversions

Conversion tracking allows you to measure how many sales your PPC campaign is generating. These metrics show you which ads and keywords are encouraging customers to buy.

You can find the conversion tracking code under “Tools and Analysis” within your AdWords account. You can then add that code into your receipt or thank you page.

Optimizing Your Campaigns

Much of the above work can be done at the beginning of your campaign. But PPC campaign management also involves continually adjusting and optimising your campaigns along the way.

This is all about cutting out the things that aren’t working and investing more resources into the things that are working. Here are some things to consider while working on your PPC campaign management:


Just like how gardening involves cutting away overgrown and dead stems and branches, pruning your keywords involves removing the keywords that are holding you back.

These include:

  • Keywords that are generating clicks but not converting
  • Keywords with low Quality Scores (start with 3 or lower)
  • Keywords converting at an unprofitable cost

You can see this information under the “Search terms” subtab in your AdWords account. By removing the keywords that aren’t working well, you can spend more on those that are making you money.

Bid Optimization

This allows you to determine which keyword level bids will give you the most profitable conversions.

You do this by determining how much you can afford to pay for each conversion, while still making a profit. This depends on a few different things like:

  • Your customer lifetime value
  • Your business
  • What you consider a conversion (phone call, sale, demo etc)

You can then measure each keyword’s conversion rate. Finally, determine the maximum you can afford to pay for each keyword.

As you continue to get more data, you can move your keywords around into different campaigns. That way, you can run tests on the keywords that are low-converting or haven’t yet proven to be profitable.

Campaign Targeting

When you’re serious about PPC campaign management, you need to consider the following:


The performance of your ads will vary hugely, depending on the device your customers are using. Prospects using mobiles usually have lower conversion rates compared to those using desktops.

If you’ve been basing your data on a mix of both devices, you’re not getting all of the information you need.

You may find that your campaign works great for desktops, but has an awful conversion rate for mobile users. If you were to stop targeting mobile users, your campaign could be much more profitable.


PPC campaign management is also about geographic targeting. This means looking at your data and reviewing performance based on location.

You can then see which locations you’re allocating your resources to, and which are the most profitable. This allows you to exclude the locations that aren’t converting and amp up the ones that are.


You should also review how your campaigns perform by day of week and time of day.

It’s highly likely that different campaigns perform better during certain days of the week and times of the day. Under the “Settings” tab, you can adjust your bids based on the day and time.

Need Help With Your PPC Campaign Managment?

As you can see, a lot of work goes into PPC campaign management. And many businesses simply don’t have the time to focus on their PPC campaigns.

But a few tweaks along the way can transform a so-so campaign into one that’s highly profitable. If you’d like to learn how we can help, get in touch today and let’s talk.

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