Simply setting up a Pay-Per-Click Ad campaign and running it is completely insufficient to operate in a profitable and sustainable way. High quality ad management involves carefully segmenting out PPC Advertising campaigns by their keyword groups, ad creatives, demographic targeting, and geographic targeting options. For intance, performance of a set of keywords may be substantially different from another set of keywords, but the lower-performing set could negatively impact the ad's overall Ad Quality Score. And, some geographic locations served by your ads could be more effective than others, so reducing or eliminating those geographic locations could improve your ad campaign's overall efficiency.

It is not just about negative keyword lists any more, although that is definitely an important feature, and high quality ad management also includes periodic reviewing of keywords in the context of click-through-rates and conversions in order to eliminate nonperforming ones from your ad campaigns.

It is all about PPC ad efficiency! If your PPC Agency is not providing good ad management, your campaign may be costing you much more than what it is bringing in to your business. Increasing the efficiency of your ad campaign will translate into higher ad rankings at lower cost-per-click (CPC), meaning that you pay less for your advertising while gaining more qualified buyers of your products and services.

As a sophisticated PPC Management Agency, we manage ad campaigns holistically, focusing on properly segmenting out campaigns and ad groups, conducting advanced keyword analysis, providing high quality custom-engineered ad copy writing, ongoing analysis of performance data to fine-tune keyword lists, forensics to reduce fraudulent clicks, and consulting or development to optimize landing pages. We have grokked Google Ads Quality Score since it was first introduced!