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4 ppc tactics to ensure you meet & exceed your plan
in this column, we routinely write about some fairly advanced topics: next-level optimization, automated bidding algorithms, hyper-targeted search campaigns, paid vs. organic search, etc. lost in all this is the underlying discussion around the need to hit your financial goals.creating an "Opportunity Report" - ppc
creating an "Opportunity Report" to show how to get more out of your accounts a lot of marketing managers and c-level executives i run across really aren’t sure how good their adwords account is. that’s certainly to be expected because, in general, the people expected to evaluate the performance aren’t really experienced in ppc enough [...] follow sej on twitter @sejournalppc campaign analytics: how to avoid number hypnosis
there’s a dark side to focusing solely on numbers. be aware of the dangers of managing campaigns solely on a rational basis - after all, numbers provide false certainty and aren't reality. don't forget to look for the humanity behind the statistics.do search & display really belong together?
the premise is simple - ppc and display are both media buys trying to achieve similar outcomes; both are forms of ‘bought media’ and now with display moving to a biddable environment both now require quantitative skill sets to manage them.Many are focusing on your budget.
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