• AussieWebmaster

    Great article Andrew. Not only well thought out… well written too.

  • http://www.vitabase.com Greg Howlett

    It will be interesting to see how this plays out in the future. I do not believe that outsmarting competition in Adwords is enough to overcome the massive bid inflation that is occuring in some industries. In fact, I am confident that bids across the board in my industry are about 400% too high.

    The only real way to overcome inflation is improve the value of your visitors by increasing the profit you make from them. That means increasing site conversion and your customers’ lifetime value. So, working on the backend may well be your best traffic acquisition strategy.

  • SeoExpertsToGo

    Well done Andrew.

    I need to get some of my clients to read this article.

    I often hear “We are already doing paid search”. Translation: “We’ve thrown up a bunch of keywords and ads based on a meeting we had six months ago”.
    (and most of the ads land you on the home page).

    They don’t have a clue what it takes to properly manage their campaigns, and look at me like I have two heads when I start trying to explain what’s involved.

    Your article is one of the best explanations I’ve read lately of WHY it requires constant care and feeding.

    Keep them coming.


    Frank Baxter
    SEO Experts To Go

  • Rhea

    Great article! I’ve already grabbed the on-site testing portion for a presentation tomorrow. As Aussie said, it was well-written, entertaining and informative. Thank you for such a pleasant break in the day.

  • http://www.ppchero.com John

    This is a great description of the growing complexity of PPC advertising. With the inclusion of quality scores (ad ranking scores, whatever you want to call ’em), it has become so important to never “set it and forget it.” Also, your comments on “ROI objectives” really rings true. Anyone running a PPC campaign without predetermined goals is merely flying blind!

    Thanks for the article.

  • http://www.adapt.com Erica Forrette

    Kudos on a great article, keep them coming! I also love that you pointed out a common PPC management pitfall – managing solely to ROI/CPA goals without regard to missed opportunities in volume. This “blindness” often results in yes, the safe or acceptable ROI/CPA that you mention, but at what sacrifice to volume of sales or customer acquisition?