The major venues for pay per click management are search engines. While pay per click marketing occurs on a wide range of websites, nearly all of these pay per click marketing campaigns are facilitated by the major search engines. Each offer their own highly developed bidding structure, ad content guidelines, conversion tracking tools and ad ranking algorithms, which rely on the content and targeted keywords of the ad as well as the amount of the bid offered.

As a result of increased competition between the major search engines, the complexity of pay per click marketing campaign management tools have grown in recent years causing many small and medium sized businesses to seek professional consulting and management services to advise and handle their pay per click marketing campaigns as well as their search engine optimization campaigns. Some of these increases in complexity include advances in local search marketing tools, geographic targeting capabilities and bid sophistication (see “PPC Bid Management”).

As pay per click marketing tools and conversion tracking capabilities become more and more sophisticated, an increasing percentage of companies are turning to professional pay per click marketing management firms to handle their Internet marketing campaigns. This decision to work with pay per click marketing companies is attributed most commonly to the highly specialized nature of paid search management. Most small and mid-sized companies say it is far more cost effective for them to solicit services from an outside pay per click marketing management firm than it is for them to maintain the service in-house — either due to money lost on excess ill-placed bidding, or due to the expense of maintaining a full time pay per click marketing manager in-house.

Contact Windy City Strategies today to start your Pay Per Click Marketing campaign with the best PPC management company.

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