This week Matthew Oxley, Gravytrain’s Head of Search, talked to Fourth Source about paid search and how its use has become a lot less simple over the years. When pay-per-click (PPC) began it was quite straightforward and campaigns revolved largely around keywords and Ad text.
Matthew then looks at paid search in 2012. There are much more possibilities such as the issue of distribution and getting the right level of visibility across different device types. AdWords in particular have contributed to the expansion of PPC and he comments that “If you are a company with 4 core services, you might have been used to a campaign for each service – but it’s now easy to see how those 4 campaigns could become a daunting 36”.
With such a multitude of options to consider, he then makes some recommendations on how to effectively manage paid search accounts. They include knowing your limits, understanding your priorities, deciding how to report and keeping the customer in mind.
You can read the full article on Fourth Source’s website.