When it comes to PPC advertising campaigns, you need to ensure yours is expertly managed. In the digital marketing industry, there are two separate methods of management:
- Passive PPC management
- Active PPC management
What’s the difference between these two methods, and which one is ideal for your next Google Ads campaign? While both options will manage your campaign, there’s a massive difference between the two. To help you realize which one you should seek out, let’s compare them!
Passive PPC Management
We’ll start with passive management because it’s much easier to explain. In essence, a digital marketing agency will provide very limited management of your PPC campaign. This tends to include minimal adjustments to the way the campaign is formed.
Typically, passive PPC management will include monthly check-ins where small tweaks are made to keywords and your budget. Other than that, the agency takes a very laid back approach to things and lets the campaign run itself month to month.
It’s not a very thorough service, and the only benefit is that it is the cheaper of the two options. Which is to be expected when you consider the minimal management carried out.
Active PPC Management
By contrast, Active PPC management is a far more hands-on approach to your pay per click campaign. In general, it involves more frequent updates with weekly reports and constant data analysis. The benefit of this is that you stay updated with your campaigns as they happen. The higher frequency of adjustments means that little things can be tweaked to get the most out of your budget. It’s far more cost-effective than waiting a month before changing things. So many different things can happen to a PPC campaign within a week. If they’re neglected, you can waste money on a strategy that doesn’t generate leads for weeks on end.
We offer an Active PPC Management service to help anyone with their PPC campaigns. While we specialise in Google Ads, this service extends to various other platforms as well. Here’s a look at some of our service’s main features and how we can help you get the most out of your advertising budget:
Constant Keyword Updates
As part of our active PPC management, we always look for the most effective keywords for your business. We’re constantly running keyword research to see if your money is better spent elsewhere. If any keywords are wasting money by not generating conversions, then we remove them right away. Similarly, we improve low-performing keywords by making them more relevant.
Overall, our active management means you continuously stay on top of the best keywords and target ads that are more keyword-specific. It helps you zero in on your target market, which can increase your conversions exponentially.
A/B Split Testing
This is something you never get with passive PPC management as it requires too much work. With our service, we perform A/B testing to understand which ads are worthwhile. These tests help us determine winning or losing ads in your campaign.
In essence, this ensures that you don’t waste money on losing ads. With passive management, this type of testing doesn’t take place. So, you may waste a portion of your budget on ads that simply won’t convert.