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Pay per click campaigns are not something you can simply set
up and forget until your budget runs out.
A PPC campaign is conducted in a highly competitive auction environment.
Remember the reason you’re here – you know certain keywords are valuable and you
want to be among the first choices for users. You’re not alone and you can pretty
well be assured that whatever you’re willing to pay for a click, someone will
be willing to pay more.
Each day there are competitors appearing in the auction and others packing
it in. Where the bid price you set might have been too low yesterday, it might
be too high tomorrow depending on the competition.
Daily management and sometimes even constant management may be required to
ensure that you are able to achieve a Top Three listing placement and to manage
your bids. One way this can be done is bid price monitoring.
For example, your two main competitors are already running pay-per-click campaigns
for the same keywords you want. Competitor One is willing to pay 75 cents for
the first listing position and Competitor Two is willing to pay 45 cents which
gives him second position. With proper monitoring, you can identify the opportunity
to slip into second place, paying a slight premium over Competitor Two, but without
having to spend as much as Competitor One to achieve virtually the same visibility.
Maintaining this position requires ongoing monitoring and the agility to respond
to changes in your competitors’ tactics.
Read more on our Pay per click management process:
- PPC Overview
- Achieving Business Objectives
- Choosing the Right Keywords (Market
segmentation)
- Customer Sales Cycle Conversion
- Pay per click (PPC) Campaign Management
-- Campaign Comparisons
- Pay-per click PPC Reporting
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