• http://www.searchandsocialmedia.com iano1000

    Absolutely – prioritization of high, medium, and low priority activities is key, especially when dealing with large teams spread across multiple firms (client, strategic agency, digital agency, etc.) and across multiple offices.

    For my client engagments, the next step after priortization is often articulating our priorities to the various teams involved and then mapping our strategies, tactics and activities back to our objectives by account. Different industries (retail vs. pharma vs. Financial Services) have unique sets of priorities; and one of the ways to organize all of the tests, tasks and priorities is through an SEM (paid search) testing timeline. It doesn’t have to be complicated: a simple excel doc or PPT slide can do the trick. One of these days, I’ll get around to posting an example or two. The benefit to SEM analysts, strategists and managers is that it gives you a gameplan, a customized playbook by account, that you can follow. This is especially helpful when addressing client questions, when new people join the team internally or externally, and when you’re mapping out the week ahead. – Ian

  • http://www.brickmarketing.com nickstamoulis

    Hi Andrew, Excellent priority list, I will make sure I send this to our PPC Manager as this is a really good list, and I will make sure they are not daydreaming too much! LOL! :o)

  • SHarmeling

    The take home message here is undoubtedly key: These points of prioritization are well stated and advantageous in the overall scheme of Paid Search.

    I do, however, have experience with a great keyword tool called WordStream, Inc. This software allows campaigns to truly benefit from long tail queries without wasted time, effort and funding. WordStream uses web analytics to record new search visits to your company’s site, stores all keywords in the software’s dashboard and even matches the keywords into groups for facilitated and efficient bidding.

    Benefiting from long tail search doesn’t have to be so tedious. I highly recommend this tool:

    http://www.wordstream.com/long-tail

  • http://www.alanmitchell.com.au alanmitchell

    Although I’m a big fan of the long-tail concept, I agree, without taking a step back and looking at the bigger picture it is all too easy to spend too much time on those “onsies and twosies” keywords.

    One technique I use to help decide where to focus my time and effort when managing PPC campaigns is the 10% Clicks Rule.

    http://www.alanmitchell.com.au/techniques/the-10-percent-clicks-rule-does-it-work/

    By looking only at ad groups which have received at least 10% of your overall broad and phrase clicks, it helps identify changes I could make that are likely to have a big impact.