Pay-Per-Click advertising is not as easy at it used to be. Yet it’s become a vital component of an overall marketing strategy. Over 40% of Fortune 500 companies are increasing their online advertising spend in 2008 according to an eMarketer survey. That’s billions of dollars. Ad words can be found in search results, on blogs, social networks and websites. Ad words via search engines like Google, Yahoo! and MSN have become an economic system within the Web sphere unto their own.
A number of companies will start out managing their PPC campaigns themselves, and with smaller budgets, this often makes sense. But PPC management of campaigns has become increasingly complex. Having an internal person manage such a large budget can be an expensive use of resources that may best be outsourced. There are several dedicated PPC Management firms, and a number of fly-by-night operators (much like the whole SEO industry) who are one-man shops and can manage limited loads and perform multiple tasks. A good PPC Management firm has at least a team of 3 assigned to each account. At the very least. This often reaches to 5 or 6 people, depending on the size of campaigns underway. A team involves analysts, researchers, copywriters and the campaign manager.
In addition,a good PPC Management firm will also have comprehensive fraud detection tools that can alert fraudulent activity immediately. They will also be able to provide resolution and mediation services with the search engines on behalf of clients. Few can do this
If you’re spending over $20,000 a month on PPC advertising, then it’s a good time to look at outsourcing to a PPC management firm. Your team can concentrate on strategic and tactical implementations and let an expert with skills sets do the rest of the work. Fees are usually similar to what you will pay for a media buyer or ad agency. Which brings us to another point – a good PPC management firm can work closely with a traditional or interactive agency to ensure brand cohesion and extension. For more, visit our Knowledge Centre for a white paper on this topic. intevix provides PPC management to Fortune 500 companies and includes comprehensive PPC fraud detection and resolution services.