Definition: Pay-Per-Click (PPC) management is the process of overseeing and managing a company's PPC ad spend. This often strategies and ad buys while minimizing the overall expenditure. This may be done by the e-merchant or vendor themselves, or a dedicated specialist company may be hired to manage PPC buys on their behalf.
PPC management is generally seen as an evolving art where perfect optimization is not possible, but is still the objective.
Effective PPC management revolves around several interconnected subjects:
While some companies may balk at the added expense of hiring experts to manage their PPC campaigns, in many cases it can pay for itself by increasing efficiencies.
Good candidates for hiring a PPC Management company include:
Dedicated PPC management firms have significant expertise in the area, as well as industry contacts and established connections to existing advertising platforms. They can enable disadvantaged online businesses to compete at near-parity with larger operations.
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