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PPC Management

PPC Management


Everything About PPC Management

So you've started using pay per click marketing for your law firm—but what now?  Do you want keywords that cost $50 or more, or to bid lower on keywords for just a few dollars?  PPC bid management software can cost hundreds of dollars, and PPC management services can cost thousands—are they worth it?  This guide will explore how you can best manage your pay per click advertising, with or without PPC management services.  You'll also learn about common PPC bid management mistakes to avoid when you begin working on your PPC management strategies.

PPC Bid Management Options

When you start learning about pay per click marketing, one of your first questions might be “how do I know what to bid?”  There are several different answers to this question, depending on your PPC management needs and your current pay per click advertising budget.  Usually, the search engines offering this type of advertising also offer PPC management services and options that can help you manage your bids.

While it's easy to use these services for your PPC bid management, you may know about your other options as well.  Some companies offer software that can help you make bids and learn more about PPC management in your pay per click campaigns.  Others offer full PPC management services that allow you to focus on your firm's business without thinking about your own pay per click advertising campaign.

When Should I Use Search Engine PPC Management Services?

If you're new to marketing with PPC, you may want to start doing PPC bid management with the tools offered by the search engines themselves.  These services have a few distinct advantages: they're easy to use, with effective tutorials that can help you learn how to do the basics of PPC management.  However, there's a reason that up to 70 percent of big businesses eventually hire specialized PPC management services to handle their pay per click campaigns: it's not easy to just use what you're given by search engines.

Keep in mind that any PPC bid management that you do with the services offered by Google or Yahoo will be run by them, and that they're more interested in their own profit than your law firm's.  When you use their tools, then, don't be surprised if the way they do PPC management seems hazy.  They simply don't make all the best analytical information available to consumers.

When Should I Use Third Party PPC Bid Management Software?

Once you've worked with PPC management tools from the search engines for a while, you may be ready to move on to tools that give you more control.  For this, you'll want to look for third party PPC management services software.  The quality of these tools can vary, and some can cost hundreds of dollars for a user license, so you'll want to make sure to look for online reviews of any software before you buy.

Of all of your PPC bid management options, using third party software can give you the most control over your bid strategies—if you know what you're doing.  Make sure that you understand the tools that you have, and consider sending an employee to a training that can help them get the most out of any PPC management tools that you've spent money on.  Remember that the tools you use are only as good as the people using them.  If you're not able to spend money on training someone to use PPC bid management software, you may want to hire PPC management services to handle your bids.

When Should I Use PPC Management Services?

Micromanaging pay per click bids isn't for everyone, and many law firms end up deciding that it would be better to leave PPC bid management in the hands of specialists.  There's nothing wrong with using one of these services for PPC management, but keep in mind that the cheapest service may not be the best.

PPC management services that keep your data may be cheaper in the short term, but make no mistake: when you lose data, you lose money and time. You may not think that your data means much, but think of PPC bid management as a series of experiments.  Some work, and some don't, and every time you find out one that works you'll save money and attract clients.  If your data doesn't belong to you and you switch PPC management services, you're back to square one: you won't know which of your PPC management strategies worked, and which were failures.  

The best companies that provide PPC bid management won't just make bids for you, they'll discuss your marketing strategies and help you build a website that converts clicks into clients.  This can be much more cost-effective than hiring bare bones PPC management services to handle your marketing on the web.

Common PPC Bid Management Mistakes

When you're new to PPC management, you can easily fall prey to common bidding mistakes.  One of the easiest traps to fall into is bidding too high.  Obviously you'll get more clicks when you bid high, but how many of those clicks become clients?  Experiment with bids that don't necessarily put you into the top position—you may find that you're getting just as many clients when you're spending a great deal less on your bids.

Law firms that are new to PPC management also tend to start by using keywords in their ad groups that are simply too general to get the kinds of clients they want.  Keywords that are too general hurt your PPC management in two different ways: they make conversion rates go down while causing your bid prices to go up.

It's also important not to keep changing your bids too often, too early.  While some PPC management strategies may require changing bids fairly frequently, smart PPC bid management relies on building historical data and using that data wisely.  Changing your bids too much when your campaign is new can result in bad data and bad PPC management.