Neither PPC nor SEM have the word Optimization in them.There should be. Unless even paid search optimization should be a part of SEO. Anyways, off topic. Question of the day is - "How do you optimize your PPC campaigns?"
Over the past few months I have explored and found such a vast variety in paid search optimization practices that I think PPC optimization should in itself become a different discipline, separate from PPC which can definitely play the role of the umbrella parent discipline so-to-speak.
But before I go into secondary research, here is my brief take. One must first start by asking "What is my objective?". No seriously! This is not a mistake. Not what is the account's or campaign's objective, but "my" objective.
Let's say you are an agency. Your objective is to maximize revenue for your agency. Period. Don't be goodie-goodie about the whole thing claiming that your objective is to maximize the client's revenue. These are white lies and usually you should avoid white lies. (Although truth telling is not the optimal strategy in Google. See here)
Once you have stated and hence accepted your objective, move on to defining it quantitatively. So for an agency the revenue could be a summation of complex arithmetical formulas across multiple clients depending on SLAs with each of them. I will give an example of this in another post. But let us say you have just one client and the SLA is defined as 4% of spends + 1% of each 10% improvement in efficiency. Now this is hardly enough. What is "efficiency"? Define efficiency. If you haven't yet, go back to doing that as described here.
Over the past few months I have explored and found such a vast variety in paid search optimization practices that I think PPC optimization should in itself become a different discipline, separate from PPC which can definitely play the role of the umbrella parent discipline so-to-speak.
But before I go into secondary research, here is my brief take. One must first start by asking "What is my objective?". No seriously! This is not a mistake. Not what is the account's or campaign's objective, but "my" objective.
Let's say you are an agency. Your objective is to maximize revenue for your agency. Period. Don't be goodie-goodie about the whole thing claiming that your objective is to maximize the client's revenue. These are white lies and usually you should avoid white lies. (Although truth telling is not the optimal strategy in Google. See here)
Once you have stated and hence accepted your objective, move on to defining it quantitatively. So for an agency the revenue could be a summation of complex arithmetical formulas across multiple clients depending on SLAs with each of them. I will give an example of this in another post. But let us say you have just one client and the SLA is defined as 4% of spends + 1% of each 10% improvement in efficiency. Now this is hardly enough. What is "efficiency"? Define efficiency. If you haven't yet, go back to doing that as described here.
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