What Is PPC Management And How Does It Work?

PPC Management

A Quick Discussion About Pay Per Click Management

A lot of businesses use PPC marketing in order to increase the visibility of their online business, but also sell various services and products to a much larger audience. However, if this doesn’t say much to you about PPC and you’re still asking yourself “what is ppc management?” then that’s okay. We’re going to let you know more about it below and also share with you some the benefits it can bring to your business pretty much almost immediately.

PPC management is the management of pay per click Google Adwords or Bing ad campaigns and it’s a service offered by companies that specialize in maximizing PPC campaigns and ROI. One of the main benefits of PPC campaigns is that by considering one you can easily influence the kind of visitors you want to land on your website. With PPC, you’re only going to be charged when someone clicks on your ad and lands on your website. However, if they see your link, but decide not to click on it, this is called an “impression” you don’t pay anything.

An impression represents the number of promotional units an individual is subjected to and the good news is that you don’t need to pay for them at all. However, there are companies that use various pricing models and some of them may charge you per thousand impressions (CPM). For some companies purchasing impressions may be necessary, but some of them don’t buy them at all. At the end of the day, this is something which depends on your target audience and your product.

Okay, we’ve defined what PPC management is, but How does it work?

PPC management should be done by a specialized company or professional and it involves a multitude of tasks. The PPC manager therefore will not only change bid prices, but also edit ad copy, expand and refine the lists of keywords and test the components of the campaign for cost effectiveness. Lastly, he will track conversions and review performance reports.

If you want to make sure your PPC campaign is going to be successful, it’s important that you do some serious keyword research first. If done right, your campaign will bring in a lot of traffic and an increase in ROI which in reality is all any of us care about in the end.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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As a Google Premier Partner Agency, we’ve joined the cream of the crop in PPC specialists. This designation is reserved for only a small fraction of Google Partners who have demonstrated a consistent track record of success.
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