Ian Lurie // Jun 6 2007
The most common pay per click error I see is waste: Spending too much on keywords that don’t perform, and too little on those that do. If you’re a novice, and you have limited time to work on your pay per click campaigns, these 8 steps will help you start improving their efficiency:
Keep an eye on conversions, and repeat as necessary. Follow these steps and your campaign will steadily improve.
If you’re a PPC expert, you’re about to write a nasty comment about the 500 steps I’ve missed, how I’ve arbitrarily assigned 50% and 10% as thresholds, etc. etc. blah blah blah. Relax. These are the absolute basics, for folks doing it themselves. Move along. Nothing to see here…
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More