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By 2027, the pay-per-click (PPC) advertising sector is expected to rise to USD 28.262 billion. (1) With the help of automated PPC management tools, which include AI tools for PPC, running a PPC campaign will be less demanding on the business or its agency.

However, their deployment must be meticulously planned to reap the full benefit of PPC management tools. In this section, we discuss the factors to be considered.

1. What are the objectives of the PPC campaign?

A key benefit of using automated PPC management tools is the ease of measuring progress and outcomes. As a first step, though, the campaign's objectives must be spelled out. 

2. The right tools for the job

With the number of tools available, choosing the right ones is the first step. Should you use ChatGPT for keyword research or one of the many tools marketing agencies use for keyword research? The answer to this question lies in your goals for the campaign. 

3. Set up tracking and conversion measurement 

As mentioned above, defining the objectives of the PPC campaign sets its tone and direction. Once done, you can decide on the tracking tools and the types of measurements to check on your progress. The most common tool is Google Analytics. Remember, the effectiveness of any campaign is measured against what it had set out to do.

4. Bidding strategy

Did you know you can automate your bidding based on the objectives you have set for the campaign? You can define your bidding strategy on your Google account. It is imperative to keep your PPC campaign's cost within budget.

5. Ad scheduling strategy

Similarly, you can also automate your ad scheduling to dictate when your ads appear. With the help of PPC management tools, you can select the day and time when your target audience is most likely to respond to your ad. 

Indeed, optimizing a PPC ad campaign has become easier with automated PPC management tools. You will likely achieve the desired outcome if you monitor the performance and stay abreast of competitors and industry development.

Essentially, PPC advertising is an advertising model where businesses pay each time a prospect clicks their ad. The latter will likely see your ad when the associated keywords are typed in as long as you have bidden for those keywords.  

What are keywords? They are the words people type on the Google search bar. For example, a homeowner looking to store their furniture and other belongings while undertaking home renovation may type in self-storage, temporary storage, short-term storage, or store-space-for-lease. If you bid for these keywords, your ad will likely appear.

PPC advertising in digital marketing can be carried on several platforms besides Google. Effective PPC marketing examples can be found on LinkedIn, Facebook, and Instagram. The choice of platform is dependent on the following:
  • Target audience
  • Product/service category
  • Goals of the campaign

Now, not all advertising is sales-centric. Sometimes, it can be designed to create brand awareness or communicate the brand persona. Hence, while professional services businesses more commonly use LinkedIn, they can run a PPC ad on Instagram to communicate their hip, young, and trendy brand persona. 

The answer to 'What is PPC in digital marketing' is not limited to Google. Other platforms are just as effective, depending on the campaign's goals.

PPC Management Services

Wondering how to manage a PPC ad campaign?

Most businesses do not manage it on their own. Usually, a marketing agency that offers PPC management services is commissioned to undertake it. What are the characteristics of the ideal agency?

1. Industry experience and expertise

Working with an agency with a sound understanding of your industry helps. The inside knowledge can eliminate the time and costs of getting your ads off the ground. For example, they can easily and quickly list the keywords that capture your target audience's attention. 

2. Tools

Agencies do not necessarily use similar automation tools. To illustrate, their choice of search management tools may differ. Therefore, partnering with an agency with the tools to meet your objectives makes sense.

3. Suite of services

Developing an ad is not just a matter of putting it online. There is the copywriting, visuals, and layout. In addition, market research may be needed too. Not every agency offers a full suite of services. You are better off partnering with a one-stop agency.

4. Budget

As a rule of thumb, the better they are, the higher their fees will be. On this note, you must be clear about the return on every dollar you spend on marketing a storage unit.

5. Support

You are not an expert in PPC advertising or marketing, nor should you aspire to be, as your business sells self-storage boxes. Therefore, the agency you task to manage your PPC campaigns must provide the relevant support when needed.

PPC Bid Management.

Think of PPC bid management as the tap controlling the water flow to get a wash done. Too much, and you will be wasting precious resources; too little, and it does not get the job done.

What can you look towards with an effective PPC bid management system and process?

1. Increase the visibility of your ad

It's the most fundamental outcome of an effective ad campaign - visibility. The right bid ensures you are competitively placed, that is, at the top of a page. After all, numerous research has shown people scan, not read, a web page. (2)

2. Optimizing your ad budget

It is important to strike a balance between achieving your desired goals and ad spending. Putting your money on the right keywords is pertinent. With proper tracking and measurement tools in place, you can determine the keywords that stretch your dollar further.

3. Trend and competitor analysis

Analyzing competitors' bids can give you an insight into the changing dynamics in the marketplace. In today's ever-changing business environment, you must stay on top of the changes, if not ahead of them. When certain keywords trend upwards in the bid amount, it may reflect changes in the target audience's needs. 

As the above suggests, PPC bid management is pivotal to the success of your campaign. The relevant PPC automation tools take the guessing out of the work to be done.

PPC Research Tool.

Like any marketing endeavor, research is needed to make informed decisions.

With the help of the right ad optimization software, the following research areas provide insights into improving the effectiveness of your ad. 

1. Target audience

Who are they? What do they need? Why do they prefer this and not that? Where do they hang out (online)? An intimate understanding of your target audience contributes towards greater precision of the ad message and choice of platform.

2. Ad copy

A well-written ad copy not only arrests attention but can convince and convert. From the headline and body copy to the call-to-action, choosing the right words and phrasing can make a difference in the success or failure of the ad.

3. Competitor and industry analysis

Having a good grasp of competitors' activities as well as trends in the industry is pertinent. It will ensure your ad states what is relevant and important to the target audience.

4. Keyword research

Without research done into the three abovementioned, keyword research will be like a shot in the dark. When you know your target audience, competition, and words that matter, keyword research becomes a more fruitful exercise.

Google Ads Automation Tools.

Google ads automation tools lean on machine learning to optimize your PPC campaigns. In a nutshell, they help you make better-informed decisions to ensure the goals are achieved. What are they?

1. Google Ads Editor

It's a free desktop publication that facilitates bulk changes to ads offline. The editor is a handy automation tool if you have several Google ad accounts.

2. AI Ad Generator

An AI ad generator can produce an ad campaign using a combination of NLP, machine learning, and AI algorithms. This includes headlines and body copy. Keep in mind though it is not a magic tool. You must deliberate your inputs into the tool and evaluate the output's quality. 

3. Active Automation Directory Tool

Active automation directory tools synchronize users and data between a Microsoft Active Directory and Google Workspace. Without it, the transfer of key details has to be done manually, which is laborious and time-consuming.

Best PPC Software

When selecting PPC software, there are several factors to consider. They include:

1. Budget

Whether you choose a subscription-based or percentage-based fee, it has to be aligned with your goals and desired return on investment. 

2. Scalability

The self-storage industry is expected to reach USD72.15 billion by  2028. (3) With a well-executed PPC campaign, you can expect to profit from this too. Hence, your choice of PPC software must be scalable to accommodate this growth.

3. Features and functions

Following the above, ensuring the features and functions will support the growth is a significant consideration. Changing PPC software and tools in the chaos of a growing business can be cumbersome. 

4. Integration With Ad Platforms

A good visual representation of your storage units and facilities in the self-storage industry can wow and woo. To this end, be mindful of the different platforms available out there. TikTok, for example, is increasingly preferred by marketers. Hence, you must ensure your PPC software and tools can accommodate the different platforms. 

Whether you choose the top PPC tools or best-paid search tools, the above factors serve as guidelines. These tools are as good as the goals you had set out to achieve.