Search Engine Watch is among our top list of reputable websites we at Daytona Internet Marketing follow on a daily basis.
Here is yet another very useful article by Paul Burani
Step-by-Step Guide to Managing Search Marketing in an Agency Environment
1. Know the Campaign Brief, Inside and Out
There’s a reason we spend a lot of time up front writing and rewriting the brief before getting it approved; it’s the sacred text by which all is judged. In PPC, you’re constantly venturing into tiny minutia. After all, that’s why they hired you – to muck around in places where they don’t want to get their hands dirty.
But if you constantly have to schedule a conference call to hammer out these little issues, you’ll find out what it really means to work ’til you drop. And you might find that your clients aren’t as happy to hear your voice anymore.
So get it all on paper, and get the nod before doing anything else.
2. Define Critical Inputs Chronologically
The goals you set with your client – and the work it takes to get you there – should all be time-bound. For example:
- Drive cost-per-acquisition (CPA) down to $2.50 by February.
- Generate 500 qualified leads within three months.
- Send 75,000 unique visitors to the microsite over four weeks.
Furthermore, you can set your own internal benchmarks to help you fight small fires, before they become big ones.
Optimization methodologies should also be organized chronologically. For instance, adding new keywords might happen every two days, whereas negative keywords might not warrant attention more than once a week. If you don’t want to get that granular, you could simply bundle the optimizations into two categories:
- Short-Term: Check up on these every time you log into the account.
- Long-Term: You pick a few of these to address at intervals.
For an exhaustive list of all the things you could be doing to look after your PPC campaigns, here are two outstanding resources on building a paid search program from scratch and if you’re taking over an existing PPC account.
3. Use the Tools!
Some of these are obvious. Use AdWords Editor as opposed to working within the web-based AdWords. There are a tools built right into AdWords Editor as well (my favorite is the Keyword Grouper). Google offers standalone resources which are invaluable to anyone managing PPC –Google Insights, URL Builder, and AdWords Keyword Tool. (Too bad they got rid of Google Sets.)
There are also some very good third-party tools worth a look; to avoid digression into that abyss, just read SEW’s intro to bid management tools.
4. Build Some Tools of Your Own
Here’s where the essential processes of search marketing become interwoven with your own business.
An example: we wanted to build a daily pacing model which could tell us how current media spend compares to approved media budgets for the month, and for the duration of the campaign. We also found reconciling media invoices across all our PPC clients to be a tedious affair. With a flick of the wrist, we built an Excel-based resource that uses the same daily input to accomplish both tasks, saving us a ton of time.
Other optimization and management work that can be facilitated with custom tools:
- Building long keyword lists from a small seed list
- Bucketing keywords into campaigns & ad groups
- Mapping keywords across all match types
Actually, these three can all be done within one tool: Crosby Grant’s Permutator. And if you’re feeling especially ambitious, you might find yourself building assets of unprecedented value – such as Nate Walton’s Branded Search Volume Estimator.
To continue reading follow the link: Managing Search Marketing…