Whether you’re managing your own campaigns in-house or partnering with an agency, if you’re not monitoring and optimizing them on a regular basis, you’re likely losing out on revenue. That’s why a smooth PPC management process is crucial for growing your eCommerce business and making it more profitable.

The best way to approach ppc management is with a full-service provider that has a robust, user-friendly software system and experienced in-house team. This will ensure that your marketing and account management teams are equipped with all the tools they need to monitor performance, optimize, and improve ad campaigns on an ongoing basis.

Regardless of whether you’re a small online store or a big-name enterprise, a dedicated ppc management team can help you grow your business. They’ll have the experience, resources and connections to effectively manage your PPC account at a level that would be impossible for you (or your internal teams) to achieve on your own.

In the world of digital marketing, a lot of things can go wrong. It’s the nature of the beast. But when it comes to PPC, one misstep could send your whole ad budget up in flames. Luckily, you can avoid a fiery PPC meltdown by following these expert-approved tips for implementing a pro-level management and optimization strategy.

1. Start With Keyword Research

While it may seem obvious, a lot of marketers tend to gloss over the importance of keywords. They’re the backbone of any PPC campaign, and they determine how people will find your ads. By identifying the most relevant keywords to your business and audience, you’ll make sure your ads are appearing in front of shoppers who are ready to buy.

2. Set Goals for Your PPC Marketing

It’s important to establish short-term and long-term goals for your ad campaigns to help you stay on track. Developing an objective framework for how your team will conduct and oversee PPC advertising will make it easier to evaluate ROIs, allocate resources, and plan out new strategies for growth.

3. Split Test Your Ads

A successful PPC campaign requires a lot of testing. Whether it’s an ad, keyword, or ad group, you need to constantly hone in on the optimal message for your target audience and the best way to deliver it. A recurring process of split testing with a range of ad variations is a great way to discover the most effective messaging for your brand.

4. Consciously Monitor and Measure Your Ad Campaigns

In addition to split testing, you need to consciously monitor your ads on an ongoing basis to ensure that they’re achieving peak performance, also known as optimum return on ad spend (ROAS). This means consistently reviewing your ad creatives, copy, and bids and making adjustments accordingly.