Tag - PPC Marketing

Prioritizing Paid Search Activity

It’s Monday morning. You manage a large paid search account. What should you do today? The answer depends, of course, on the status and situation of your account. But let’s think and talk generically. And let’s assume, for this one brief moment...

Clarity Undelivered

In my ‘Three Challenges’ Post I wrote the following to describe one of the fundamental reasons why I think the process of managing paid search needs to be improved: There is a lack of clarity. It is amazingly difficult to get accurate...

Clarity Pt.3 – Missing Clicks

Paid Search Managers spend a lot of time analyzing clicks. Which keywords got them? Did they convert? How much did they cost? But how much time is spent thinking about the clicks you didn’t get? How much information do you have about those clicks...

Paid Search Clarity – Part I

Yesterday I noted that paid search managers face three challenges in trying to effectively manage paid search campaigns: A lack of clarity (reporting problems) Difficulty defining priorities (strategic and planning problems) Horrible inefficiencies...

The Missing Match-Type

While we already have Broad Match, Exact Match, Phrase Match, and unfortunately Automatic Matching, there is one unavailable Match Type we could really use: And Matching. I’d like to be able to specify two or more words, and match to any query...