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What is PPC Campaign Management?

Chloe Tomkins - August 1, 2023
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It’s every business’s dream to be the first thing you see after a Google search, but for that to happen you need to have a strong Google Ads strategy. Enter PPC campaigns and PPC ads!

Before we get started, here are some stats you should know about PPC (pay per click). PPC ad campaigns have a 200% ROI and 65% of customers will click on them. Interested now? We thought so.

When used properly, PPC advertisements can be very effective. You’ve come to the right place if you’ve wanted to learn more about PPC marketing or want to enhance the outcomes your PPC campaigns have so far produced.

PPC doesn’t have to be complicated. To help you develop your skills, we’ll break down what it takes to make a successful pay-per-click ad campaign in this blog! 

Let’s talk about all things PPC management!

What will a PPC management company do?

The practice of overseeing a company’s PPC strategy and budget is known as PPC management. You can either manage your campaign internally or hire a PPC firm with PPC ad management. PPC management focuses on developing and optimising your PPC campaign regardless of who manages your campaign.

Here’s what A PPC agency will focus on:

Set up

Keyword research

Keyword analysis is a crucial part of PPC campaign management. It entails picking the appropriate keywords for your advertisements that you think will convert or that you wish to appear for. The keywords and phrases you pick will trigger PPC advertisements to show up in search results when people search them.

Campaign Structure & Set Up

Once you have your keywords selected, you’ll want to group these into relevant campaigns. For example, you could make a campaign to promote a certain aspect of your product range or services. One for branded phrases, several for your various product groups, and one for competition terms, for instance.

You can organise your advertising into groups below the campaign level using ad groups. This will control which advertisements will be served with which keywords. For instance, you might build ad groups for each of your products when delving into a campaign for a certain product category.

You must optimise your ad copy to draw in users looking for your target term. To accomplish this, use the keyword in the headline along with copywriting components like benefits, credibility, and urgency to compel users to act and click your ad.


Monitoring is another aspect of pay-per-click management.

You need to actively monitor a PPC campaign once you launch it to be sure it is producing results. Don’t set and forget.

With PPC campaign management, you keep an eye on the effectiveness of your campaign to see whether you need to improve your keyword targeting, update your ad copy, check your ad spend, or modify your landing page.

You can determine whether you are receiving the desired return on investment (ROI) from PPC by regularly monitoring and checking in on your campaigns. Make sure you have goal or revenue tracking set up before you launch anything or you’ll be flying blind.

Budget pacing

By monitoring the pace of your budget or the rate at which your campaigns are spending money, you can avoid under- or overspending. This practice is known as budget pacing. It helps us keep a steady ad expenditure while making sure we don’t miss any budget goals.

Quality Scores

One thing to keep an eye on is your quality score. A good quality score should be between 8 and 10, and will vary for every keyword. Quality scores can range from keywords with minimal commercial intent to those with great commercial intent. For low intent keywords, 7 is a fair quality score, but you should always aim for more than 3 for competitive keywords.

If you get a really low quality score Google won’t serve your ads as much which will decrease the effectiveness of your campaigns and Google Ads overall.


The method of attributing revenue and profit growth to the effects of your advertising efforts is known as PPC ROI.

ROI tracking and demonstration are crucial, especially for advertisers and agencies.

You won’t know which efforts are successful and which are unsuccessful if you aren’t measuring PPC ROI.

Monitoring ROI demonstrates the value of your advertising and aids in defending the usage of funds for current and upcoming initiatives.

Other KPI’s

A key metric for gauging the effectiveness of your PPC campaign is clicks. Simply, people will click on your advertisement if they find it valuable and relevant. Many marketers determine whether to discontinue their campaigns or increase their bids based on ad clicks.

Clicks by themselves, however, don’t give you a whole picture of how well your campaign is performing. It’s crucial to monitor your Google Ads click-through rate for this reason. This crucial PPC metric reveals the number of users who clicked on your advertisement after seeing it.

According to the 2018 WordStream research, the average PPC click-through rate stands at 3.17%.

You can easily see this on a campaign by campaign basis within the campaign overview in Google ads as below!

what is ppc campaign management? 1



PPC management services should include testing in addition to monitoring.

To make sure you’re releasing the best possible version of your PPC ad, you should test various elements of it when running your marketing campaign. You can pretty much test anything, from your ad extensions to the layout of your landing page to the keyword match types you’re using.

Some examples of the types of tests you can run are:

  • Keyword match types – The keyword match types specify how closely the keyword must match the user’s search query in order for the ad to be taken into account for the auction. To offer your ad on a wider range of user searches, for instance, use broad match; alternatively, use exact match to target only certain user queries.
  • Campaign types – Performance Max targets all ad forms with a single campaign as opposed to particular campaigns that focus on a single ad format, like Standard Shopping campaigns. In this campaign type, Google employs machine learning or artificial intelligence to decide what kind of advertisement to display to a certain user.
  • Landing pages – A landing page is the web page to which a user is routed in PPC advertising after clicking on a paid search ad. Your PPC ads can succeed much more because a well-designed landing page can ensure that visitors have a positive experience and are more likely to become buyers.

This comes back to not setting and forgetting your campaigns. Good PPC management will always look for ways to make the account and budget spend more effective or stretch further. You can only do that if you do a few tests!

Search Query Reports

A search query report is more than just a list of keywords. It is a list of popular search keywords that resulted in your advertisement appearing. The overlap with your keyword list will differ depending on how you set up keyword matching.

This analysis will demonstrate to you what your clients were really searching for when they saw your advertisement. By doing so, you can get an understanding of the search habits of your target market and develop a plan around that knowledge. You may also utilise them to come up with new keyword suggestions and to weed out irrelevant ones.

This is a really crucial part of PPC management to cut out budget waste, especially if you’re using broad-match keywords. Go through this regularly and add negative keywords that aren’t relevant to your campaign or business.

Why and when you need PPC management

It is challenging to create campaigns that deliver the best ROI unless you hire a full-time digital advertising expert who is solely focused on the strategic management of your ads (which is quite expensive). The goal of the PPC agency is to assist you in achieving your objective within your budget.

Whether you need PPC management or not will depend largely on your time and your budget. If you can see campaigns are working but you don’t have the time to manage them effectively someone else who can spend a dedicated amount of time on your account should be able to improve things.

Can you hire a marketing manager to do handle this and other aspects of your marketing full time, or is it better to work with a PPC agency?

If you’re struggling to get your campaigns to work but don’t have the time or expertise to really dig into things, again a PPC agency will have the knowledge and experience to do this quite quickly.

Looking for effective PPC campaign management?

PPC and search engine advertising doesn’t have to be complicated, in fact, it should be simple and to the point, just like we are.

At Dandy, our team of experts in digital marketing has years of collective expertise assisting companies in achieving their targeted results through PPC advertising.

Take a look at our PPC management services today, we even offer a free PPC account audit.

If you’re looking to take your business to the next level, contact us today and let us show you how PPC can work for you!

What is PPC campaign management FAQs

What are PPC campaigns?

Pay-per-click advertising, also known as PPC, is one strategy of paid advertising that enables your website to rank better and show up in the top search results.

What makes a good PPC campaign?

Although each pay-per-click campaign is different, the most effective campaigns all have three things in common: a logical, organised structure, thorough keyword research, and continual administration and upkeep.

Is Google Ads a PPC?

Google ads is the company’s pay-per-click (PPC) advertising platform that enables companies to place bids on keywords in an effort to have their adverts appear in Google search results. You only pay for Google Ads when someone clicks on your advertisement to visit your website or give you a call.