What Is PPC Management?

Last updated: 11/13/2019

Do I need PPC management service?
What services can PPC campaign management provide?
What should I ask of my PPC management company?
Why not use an AdWords account on its own?
Are PPC advertisements necessary in a digital marketing strategy?
What assets are needed for a paid search ad campaign?

What is the definition of PPC management?

Pay-per-click (PPC) management is when a marketing team, marketing agency, or a management company oversees the execution, optimization, budget, and monitoring of a digital ad plan. Done effectively, the results can translate to instant traffic and higher conversions on your website.PPC Management

If you work to drive leads to a product or to reinforce your organization’s brand, pay-per-click advertising is a smart way to manage a digital strategy. Pay-per-click management services make the process easier.

Let’s cover the following questions to get you started in using PPC management:

  • Do I need PPC management service?
  • What services can PPC campaign management provide?
  • What should I ask of my PPC management company?
  • Why not use an AdWords account on its own?
  • Are PPC advertisements necessary in a digital marketing strategy?
  • How do AdWords, PPC management, and my marketing strategies work together?
  • What assets are needed for a paid search campaign?

Do I need PPC management service?

Small businesses can oversee relatively simple campaigns on their own without PPC management. However, middle-market or complex enterprise organizations require a robust tool, a marketing team, a marketing agency, or a PPC agency (also known as a PPC management company) to manage the many moving parts.

What services can PPC campaign management provide?

PPC agencies and management companies provide ad management to connect your digital marketing strategy to search engine marketing (SEM). They handle the logistics of getting a PPC campaign running.

The tasks a PPC management company may perform include:

  • Setting up a PPC account on your behalf 
  • Conducting keyword research
  • Setting up a bid strategy 
  • Targeting specific ad channels
  • Managing PPC costs 
  • Split testing
  • Conversion rate optimization

PPC management companies are well-versed in ad formats, display networks, display ads, and, of course, search engines. They are usually experts in how to target specific keywords, identify audiences, analyze demographics, execute A/B tests, adhere to budgets, and set bids.

What should I ask of my PPC management company?

When you hire a company for PPC campaign management, they will dig into the marketing goals you want to achieve and try to understand what audiences you want to reach. Finding an agency and communicating your needs is key to reaching your targets. Here are a few questions to ask:

  • What type of media advertisements should I use? 
  • Are remarketing ads a good idea? 
  • Which combination of display advertising and programmatic advertising work best for my goals?
  • Should I put marketing dollars into Facebook advertising? 
  • Do I need negative keywords added to my targeted keywords? 
  • How do I set my bidding strategy? 
  • Should I bid manually or automated?

Why not use an AdWords account on its own?

PPC traffic converts 50% higher than organic traffic, so optimizing your ad spend and ad management can impact your business greatly.

Google does an excellent job of providing the technology and mechanisms to set up a campaign and to deliver your PPC ads. However, if your goal is to deliver a strong ROI based on messaging, reaching a precisely targeted audience, ad and landing page optimization, and continuous evaluation of performance, then PPC management makes sense.


Google ad campaigns can be particularly complex. The Google AdWords Editor presents you with options to add a campaign, create ad groups, input your keywords and targets, choose phrase matching, include ad extensions, set budgets, and bid. However, digging into the meat of what you want to accomplish as it relates to your marketing goals and your budget vs conversions require closely monitored analytical insights and continuous optimization.

Google AdWords, alone, can’t do that.

Are PPC advertisements necessary in a digital marketing strategy?

They are a good idea. A robust digital marketing strategy includes a healthy mix of online advertising—including PPC—to entice visitors to your website and to convert them to customers. 90% of searchers haven’t made up their mind about a brand before they begin a search.  Done well, PPC ads get the right eyes on your product or brand.

B2B marketers employ dynamic content marketing such as drip campaigns, blog posts, social media content, video marketing, in-tool promotion, and chatbots to deliver ad campaigns. PPC works in combination with those initiatives by paying for any ads that people click on during your campaign.

How do AdWords, PPC management, and my marketing strategy work together?

Your organization’s digital marketing strategy is the starting point of an online campaign. Whatever goals you set—to sell a product, find potential customers, or create brand awareness—become the objectives of your PPC campaign. PPC management then connects your marketing strategy to search engine marketing. AdWords is the mechanism to deliver those ads.

What assets are needed for a paid search ad campaign?

Ad Copy
Text ads in search engine marketing consist of three parts: The headline, the URL, the description, and the path field (optional). Keywords should always be employed in both your headline and the copy! A call-to-action is also key to converting.

Ad Design
When it comes to designing an ad, looks matter. Your content team and graphic design team should connect to an audience with a style appropriate to the platform where the ad will be served. At the same time, make your corporate visual identity memorable and your call-to-action (CTA) clear.

Landing Page Design
A landing page should include a headline, concise copy, and a prominent, visible, CTA. Ensure your web design team produces a simple layout that directly connects to the copy that was in the PPC text ad. If your ad copy said, “Red Converse Sneakers for 50% Off” then your landing page should be about red Converse sneakers at 50% off. It should not be about a full line of shoes from sneakers to pumps. Great landing pages match the intent of the search and the ad. A landing page also needs to offer a good user experience. A smooth user experience improves your Google Quality Score which boosts your chances of being seen. 

Ad Extensions
Amplify your text ad with ad extensions. Extensions allow you to add a call button, a callout extension with more text, a site extension to lead people to a specific page on your website, location information that benefits local SEO targeting, or a review extension so users can see how others rate you. According to Google, click-thru rates improve by several percentage points with the addition of ad extensions.

Measure your PPC performance every step of the way. Analytics allow you to compare your return on investment by measuring the cost of each conversion. Remember, PPC is not about clicks but about conversions. You can reallocate funds or adjust optimization to boost conversions. A PPC audit tells you how well you’re doing and where you can improve. When you evaluate your ad performance and ad spend, you keep costs lower and conversions higher.

The Bottom Line
Put simply, optimizing PPC ads and landing pages raise your conversion rate. A PPC management company helps to achieve that. Using an agency for conversion optimization will help you to improve your Quality Score, optimize your conversion, and justify your ad spend. Remember, the true metric of ad spend is not based on traffic, but on conversions.