PPC campaign management is vital if you want to get your money’s worth from Google AdWords and other PPC advertising. Because PPC advertising has a direct relationship to web site traffic and your ability to get and convert leads, it is a very important expense item in your marketing budget.

PPC campaigns based on keywords and keyword phrases must be attentively managed on a daily basis. Setting up a campaign involves creation of a strategy, setting a budget and bidding on desired keywords, optimizing and creating landing pages, creating the ad copy, keyword research and selection, geographic targeting, coding, and creating analytics.

Once a campaign is set up the tasks in PPC campaign management are critical. They include: daily monitoring of click-through activity and management of goals and goal achievement, scoring leads produced by the PPC campaign and managing the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, ongoing efforts to improve ad copy, ongoing efforts to improve costs, revision of ads, creation of new ads, ongoing keyword research. » Read more: PPC Campaign Management – How Not to Lose Your Shirt