PPC: Do You Have A Strategy?
An important point to remember with Pay-per-Click (PPC) campaigns is “technology without a strategy is not a strategy.” We should think through what campaigns we will set up, ads to create, relevant keywords to use and landing pages needed. In other words, we need to map out a strategy, before beginning any PPC campaign(s).
However, even before starting a PPC campaign(s), implementing organic SEO is best. With organic SEO, a company usually fine tunes their SEO plan until they eventually hit a plateau. When a plateau occurs and it is hard to increase rankings any further for some keywords through organic SEO and link building, then the next best step is to initiate paid search marketing.
If your PPC campaign(s) has tens of thousands of keywords, it is best if you use an automated bid management tool to manage all of your keywords. The problem is that there are not many commercially available automated bid management tools. We don’t endorse any, in case you were going to ask us.
One crucial step to remember if you are using an automated bid management tool, is to manually review your campaigns daily or every other day. Sometimes companies put too much trust in these tools instead of remembering to manually check details, and therefore the campaigns suffer.
The bottom line is there is no substitute for human review for quality control of PPC campaigns.
Share This Page
Newsletter Signup
Brainshark
HubSpot
Social Icons
Connect With Us & Be Social
Nimble
Marketing 2.0 by Bernie Borges
Career Central Join the Buzz
BB Social Media Training
