Welcome to PPC Academy. For the next year, each week this column feature a post as part of an ongoing series on the best practices of paid search; a fifty-two chapter guide from start to finish covering all of the points needed to build, steward and optimize a paid search account. Even though this is meant to be a complete manual for beginners, there will be plenty of advanced tips and tricks for search veterans. As well, even if you’ve been doing paid search for some time, you may find this weekly column to be a good refresher course.
The first few posts will just focus on the basics: what paid search is, some of the key definitions, and who are its players, tools, and platforms. Then, for the rest of the year, I’ll move onto the practical execution of a paid search account via the various phases of:
- Testing & optimization
This column will not only cover the fundamentals of paid search management, but also highlight technology and tactics that are the hallmarks of top paid search success stories. As well, it will introduce best-practice and time-saving techniques that will help you fly through your paid search tasks like a pro.
Vital to the value of this column will be the comments section which I implore the readers to ask questions of each other, share tips and debate each week’s topic. A question will be asked at the end of each post to help facilitate this feedback. Please respond.
This week’s question: “Which of the paid search phases above do you most want to learn more about and why?”
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.