GUIDELINES FOR PPC MANAGEMENT & OPTIMIZATION

1. Clearly define your goals with finite, measurable objectives.

2. Develop an operational plan that links those objectives with dedicated resources, processes, and relevant technology.

3. Establish Key Performance Indicators (KPIs) then set up a method for KPI based performance analysis and optimization of your campaigns.

4. Develop a customer acquisition model that helps meet your objectives through continuous testing of variables, strategies, and management tactics.

5. In real-time, test and analyze interrelated and constantly changing variables.
- Keyword selection
- Keyword matching
- Ad grouping
- Ad placement
- Ad copy tailoring
- Landing page design testing
- Bidding techniques assessment

6. Devote resources to keep up-to-date on the dynamic nature of search engines as well as your competitors.
- Ranking algorithms
- Search engine policies and offerings
- PPC category "share of voice"
- Competitor strategies & promotional offerings

7. While automated tools help to efficiently manage this complex process, nothing can replace human judgment, resourcefulness, and insight – rely on a mix of both.