How to Master Your Pay-per-Click (PPC) Management: Our Guide

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Pay-per-click or PPC is a type of internet marketing where you pay a fee to the advertising platform (e.g. Google, Bing, etc.) every time your posted ads get clicked. It’s a very cost-effective marketing strategy because you can control your marketing budget and target the exact keywords that your prospective customers would use when searching for your products or services online. However, PPC management can be challenging. If we’re being honest, it can be both time-consuming and expensive over time. 

It’s a must that you stay on top of your PPC campaign’s management to ensure that you stay up to date with all the latest changes that could possibly impact your campaigns. Don’t worry; we are here to help you make your PPC management more feasible.

Here are some tips that will help you master your PPC management: 

Determine the Goals and Objectives of Your PPC Ads

To make your PPC management more efficient, you have to know what you’re overseeing and monitoring. You can do so by determining your PPC advertising’s goals and objectives. Your goal could be to generate more traffic to your website, increase online leads and sales, or get more phone calls to your business… 

If you know your ad’s goals and objectives, you can effectively measure your campaign’s performance. You have to find out the goals and objectives of your PPC ad so that you can make changes based on those factors if your ad is not performing well. 

Plan Your Campaign Structure before Creating It

Every marketing campaign should always start with a plan. Without one, you cannot measure if your PPC ad is effective or not. If you prepare your ad before creating it, you can easily track your PPC performance. 

When planning your campaign, consider doing IP address exclusions. That way, you can prevent unnecessary people from seeing and clicking your ads, avoiding the unwanted expenditure of your advertising budget and allowing you to have accurate and quality PPC results. 

Think About Your Keywords and Biddings Carefully

Since you can make adjustments to your ad campaigns in PPC management, you have to think about the changes you will initiate carefully. It’s your keywords and biddings where you will most likely make adjustments. 

Keep in mind that when you select your target keywords, make sure that each keyword’s cost per click falls within your budget and target for the campaign. You can work this out based on your calculated cost per conversion and return on ad spend target figures. 

To make your PPC management more efficient and accessible, you can use Google’s Keyword Planner tool to research the right keywords. It can help you find words, terms, and phrases that fall within your business’s budget and have high conversion rates and profitability. 


Creating a PPC ad is already challenging enough. However, managing your PPC campaign is another story. While it is a daunting task, it needs to be done to ensure you are optimizing your campaigns and accurately measuring their effectiveness. That way, when you create another PPC campaign, you can avoid making the same mistakes and apply the things that will make your ads more effective. Hopefully, our tips can help you master your PPC management. Besides, you can always ask for help from a professional if you think you can’t manage your PPC campaigns yourself. 

If you’re looking for affordable PPC services in London, you’ve come to the right place! Kwayse is the perfect company you can rely on for website design, SEO, and PPC advertising. We are an award-winning digital marketing agency that can help boost your online leads and sales. Get in touch with us to learn how we can help you!

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