by Arthur Cooper
The difference between making and losing money in a PPC campaign is all too often directly attributable to a lack of, or even, non-existence of an Adwords Management Strategy.
The key elements of Adwords Management are as follows:
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- Extensive, even exhaustive keyword research – it is absolutely fundamental that you select the “best” keywords. This doesn’t necessarily mean the most popular or the most competitive keywords. It begins by researching for ALL of the possible keywords. Then by researching each one for popularity, competitiveness and cost (top bids). Further keyword filtering to determine the most important, the most targeted of the keywords.