PPC management is pretty much the only smart way to go about pay-per-click marketing unless you’re willing to sacrifice quite a bit of time and money on the altar of learning by trial and error. But even among PPC management firms, there are some that quite simply win harder and more often, and it turns out that in the vast majority of cases it comes down to a single factor: the quality of the firms’ keyword research.
The Foundation of Internet Marketing
It’s no exaggeration to say that keyword research is the single defining factor of good marketing online. Every kind of Internet marketing, from organic SEO to pay-per-click marketing, relies on keyword research to establish how it will move forward. Keyword research, for the record, simply means the process of examining the mathematical attributes of short phrases in order to determine which of them will be most profitable to target with your efforts, whatever they may be.
PPC counts double
When you’re talking about pay-per-click marketing, keyword research is actually even more important than it is for any other form of Internet marketing. That’s because there are two monetary elements to PPC: how much you pay for each visit and how many paying visitors that keyword brings in. SEO only has the second one. So when you research SEO keywords, you have to make sure they’re solid buying keywords — but when you research PPC keywords, you have to do that AND make sure that you’re not paying more than you’re making for each successful sale.
Keyword Research Isn’t Easy
Not only is keyword research critically important for a PPC management firm, but it’s actually quite difficult to do correctly. There are a lot of different elements to balance when creating a keyword set to run a PPC campaign cialis on — but equally importantly, a single PPC campaign (and often should) have hundreds of keywords associated with it. SEO has the relative luxury of focusing on a few keywords at a time. PPC management firms — at least the good ones — often come up with nearly a thousand different long-tail keywords before they have the hundred or so usable ones they need to do their work.
In short, the single most important aspect of any PPC management firm is the quality of their keyword research. Talk to your candidates about it before you hire anyone.
