Ready to start a pay per click campaign? Check out these helpful definitions before creating your pay per click management strategy.

Share of Voice (Impression Share): share of voice is a metric that represents the percentage of impressions where your ads were shown out of the total available impressions.

PPC Match Types: matching options that determine which Google searches can trigger your ads to appear. The four kinds of PPC match types are broad, phrase, exact and negative.

PPC Ad Rank: determines the position of your ad on the search engine results pages. PPC ad rank can be calculated by multiplying the keyword max bid and keyword quality score.

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Pay per click management: When choosing a company to manage your paid search campaign, there are many factors to consider.

What kind of reporting will you receive? Will you have total access to your account? How helpful will your account manager be? Another important factor you should consider is whether manual bidding or bid management software is used in managing your account. Not sure which is best for you? Below are some of the main differences between manual pay per click management and bid management software.

Is your account a priority? If you are planning to outsource your pay per click management, you want to know that your PPC account is a priority.

How much time is being spent on maintaining and optimizing your keywords and bids? If you have a question, is there someone you can talk to who is truly familiar with every aspect of your campaigns? A quality search company that employs experts to manually optimize your account will have someone who knows every detail of your account. They can make customized recommendations and are very familiar with your entire business model. A company that uses software to manage your account has little contact with your account. They use the software to run as many accounts as possible with as little manpower as possible.

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Importance of PPC management – and how it relates to gardening!

If you’ve ever planted a garden, you know that choosing and planting the seeds you want is not enough to yield the barrels of fresh produce you are expecting. Careful and regular tending to your garden is needed to check proper growth and ensure no outside factors are hurting your garden.

Pay per click is a lot like a garden. There is plenty of thought and careful planning that goes into the set-up of a paid search account and in selecting proper keywords and ad copy, but what happens after that? Does PPC become an afterthought or is it carefully tended to?

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