Optimizing Your PPC Agency Work in 2012

The new 2012 year has brought many changes into online marketing. Industry-leading specialists introduced their view on these changes and suggested some tips on optimizing the work of your PPC management company.

New times require a different approach to a PPC agency organization. Larry Kim of WordStream states that a present day PPC management company needs some sort of reorganization. Not in the structure of the company, though, but rather in the keyword research process. Kim focuses on the importance of correct keyword groupings and teaches to combine successfully SEO and pay-per-click activities within a PPC agency. It is also suggested that you should avoid negative keyword expansion and “litter” keywords to reduce the budget of your PPC agency campaigns.

Perhaps the most valuable advice for operating a PPC management company is to use free keyword tools. Why should you pay for this service if Google AdWords has already proved its effectiveness? With professional Google AdWords management you can reach great conversion rates and improve the qualification of your employees due to Google-driven individual programs.

The latter fact needs some explanation. Optimizing your Google AdWords management is a continuous process requiring regular monitoring of the toolset’s updates. In order to stay relevant to the market evolution your PPC agency should get access to the advanced features of Google AdWords management, for example via becoming a Google-certified partner.

Of course there are other toolsets and systems for creating PPC campaigns optimized for different search engines – Yahoo!, Bing, etc.; it’s up to your PPC management company to choose what is better for the company’s needs.
In 2012 your PPC agency cannot stay away from the closely interrelated system of other PPC companies and their experience in the field of online marketing. We speak about sharing ideas and insights on the global level by means of international webinars, corporate blogs and associations. You can take the advantage of synergy by acquiring other professionals’ experience.

No PPC management company nowadays can operate effectively without being creative. If you think that you can get a great PPC ad copy without professionals, you are mistaken. Choose the company which can give your product a proper wrap: catchy ad words with your keyword in the title and call your prospects to action.