• http://vidiSEO.com vidiSEO

    Hi Josh,

    Of the phases listed above, I’d be most interested in learning about the stewardship portion, because without careful and responsible management of your account you won’t know what’s working or what’s tanking.

    Also, according to Wikipedia, stewardship was the responsibility given to household servants to bring food and drinks to a castle dining hall.

  • http://www.fossmg.com erock8

    Hi Josh,

    All of the phases you refer to sound great, even for a PPC vet like me as a refresher. But one in particular I’d like to hear your thougts on would be the last, Testing & Optimization.

    Looking forward to the series. Thanks!

  • http://www.yourjobstop.com JoannaLord

    I would love to absorb as much as you can send on the Testing & Optimizing piece of it all. Not just what tool sets to use, and ways to set up tests, but different tactics for automating some low-level testing & how to data mine results for the most fruitful pieces of information, and then how to take that information and really change up your account.

    I am definitely excited to see these posts roll out :)

  • mistermetrics

    Hi Josh,
    Good stuff…I know that you have a wealth of knowledge and experience that could greatly benefit all of us. As you know I’m always interested in Tracking & Reporting as wells as Testing & Optimization. I’d love to hear your thoughts, techniques, learnings and best practices in these areas for PPC.

    Looking forward to following your series!

    Thanks,
    Derek M

  • http://searchmarketingnow.com Claire Schoen

    Hi Josh –
    Happy New Year –
    For anyone who wants more on PPC Testing & Optimization soon — Chris Sherman’s going to talk about it on our Jan 19 webcast at Search Marketing Now…
    This looks like a very cool new column -

  • Josh Dreller

    Aha. So it’s the testing and optimization phase that you folks want to see. Got it!

    This column is going to go through paid search fundamentals from start to finish for the year run so testing/optimization wlll be presented more towards the end as we still need to go through account setup, launch, etc before optimizations can occur.

    For more info now on optimizations, check out the four part Optimization series I did in the “In the Trenches” column in 2008. Here’s the links:

    Part 1
    http://searchengineland.com/sem-news-the-ultimate-guide-to-search-marketing-optimization-broad-match-or-not-14406

    Part 2
    http://searchengineland.com/sem-news-the-ultimate-guide-to-search-marketing-optimization-part-2-spyfu-competitive-sem-karate-14453

    Part 3
    http://searchengineland.com/sem-news-the-ultimate-guide-to-search-marketing-optimization-part-3-the-top-marketing-words-of-all-time-14501

    Part 4
    http://searchengineland.com/the-ultimate-guide-to-search-marketing-optimization-part-4-ten-vital-tech-resources-and-competecom-14544