Being successful at PPC

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In order to be successful at paid search, there are a number of disciplines that must be brought to bear to ensure the best results for ppc management including the following: Pre-analysis of the particular vertical being considered in terms of industry benchmarks, reverse engineering of the campaigns of the competition, and estimates of probable ad spend costs and returns. linguistics research both in terms of additional search queries that might be used and semantic evaluation of user intent to give us places where negative ROI is probable, and where we should avoid advertising. Competitive intelligence done before actual campaign launch for use in landing page construction, landing page copy and ad copy. Tracking ROI to the keyword level in all campaigns and making manual adjustments. For larger campaigns we do leverage technology and bid management tools to help us implement bidding strategies where appropriate, but letting the machines take over and substituting machine reasoning for an actual human never works. We have found that whereas leveraging software to automate certain processes is useful, there is no substitute for a human analyst that analyzes the entire sales process. This process includes the entire sales funnel path of the web surfer, from initial search query all the way to the navigation path on the site, to the end result of a sale, lead, newsletter signup or other desired result. Design of landing pages not with the desires of what is pretty and what excites CEO’s and web designers, but what is actually working best for your competitors right now, and what will most likely yield the best ROI for your campaign. Multivariate or Taguchi testing, or at least split testing of landing pages and other pages in the navigation path, with implementation of intelligent things to test. This again must be done by a human, even though we leverage technology to perform these tests and rotate probable successful new ad copy and other optimizations into the landing page(s). Timely reporting and customer service to make sure that budgets and advertisers goals are met. One way we are different than most other agencies is that we run on a 24 hour service schedule, and you have a phone number, email, cell phone, and instant messenger or your account manager to use so that ppc campaign management changes can be made very quickly. You don’t have to wait for your agency to schedule a meeting, or come into the office the next day. The above are the broad strokes of what we believe it takes to be successful.