Managing Enterprise Level PPC - Latest Tips

TORONTO - May 4, 2015 - PRLog -- Managing pay per click (PPC) advertising can be challenging enough in a small company but it can be downright daunting in a large enterprise. Businesses that have clients worldwide; offices throughout Canada, the US and beyond; and who literally have hundreds – maybe thousands – of products that they offer can quickly become bogged down in intricacies of PPC if they are not careful.

Here are a few tips from managing enterprise level PPC:

Centralize

Whether you are working with a digital marketing firm or running your PPC campaigns in-house, your first step should be to centralize responsibilities to a single person or small team.

Benefits of centralization include:

·       It is easier to stick to a budget

·       Consistent messaging and branding

·       Information can be easily distributed to all branches

·       Ease of managing analytics and refining campaigns as needed.

·       Process can be streamlined or automated as necessary.

Communicate

Even though PPC activities are now centralized, it is still important for branches to communicate with one another.

The team managing the PPC should let branches know what they are doing, what keywords they are using and what results they are seeing from analytics, just as the branches should communicate back about activity that they are seeing within their particular branch.

Find a task management system that works for your company so that when tasks and due dates are assigned, they can be easily managed.

Account Management

These days online marketing requires not one, but many types of online accounts. These range from social media accounts such as Facebook and Twitter to advertising accounts such as AdWords.

If your enterprise has several branches, you’ll have to decide whether it makes more sense for each branch to have their own account, or whether it makes more sense to share. Or perhaps you’ll want an English account and a French account for each social media platform that you use. Figure out what works best for your organization.

For PPC management, having all the branches grouped into one account is often beneficial since it is relatively easy to take a campaign that was successful for one branch and duplicate it for another.

When implementing campaigns, you will begin to collect important information about things such as the best keywords to use, how much to bid, and what calls to action to employ. Rather than reinvent the wheel with each branch, you can simply re-use this information to the benefit of the entire enterprise.

Reporting

Reporting is an essential – though often overlooked – element of PPC advertising. When marketing at the enterprise level, it is important to have a template that can work across all branches.

Using a template rather than having each branch create their own style of report will make it easy to compare data – not to mention save you a lot of time and hassle.

There is no doubt that managing an enterprise level PPC campaign is going to be more labour intensive than managing a campaign for a smaller company, but it can – and should – be done.  Just make sure that you take the time to set up your plan and then make tweaks as necessary.

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