• http://www.eBizROI.com EBR

    Great insights Richard. I especially like DACI chart (Driver, Approver, Contributor, Informed) as part of your overall communications plan. Your insights on unlimited budget are dead based on our experience. Unlimited budgets are meaningless and often driven by a spend it or lose it mentality. Let’s face it, we are bidding on finite available inventory for our profitable keywords and the only two ways to get more impressions/clicks for those keywords is to improve position by bidding higher. Of course, one can always test new copy to improve CTR or expand on keywords set to drive more clicks/impressoins, but both of these routes take additional time and resources typically not baked into the media plan. So sometimes, if there is budget to burn, bidding higher is the only viable tactic and can adversely impact campaign performance as you point out. Thanks for sharing.