More info on 'Paid Search Marketing - Planning Your Campaign'
Paid Search Marketing - Planning Your Campaign - E-consultancy, Dr Dave Chaffey, Chris Lake, E-consultancy, 2006
The main strategies which will help give you a planned approach for paid search are…
Strategy 1. Goal-Setting And Tracking Strategy.
Goal-setting and tracking fit together. There is little point in setting goals unless you track your results and there is little point in tracking if you don’t use the results to identify new goals and tactics to drive performance.
In this section we show you how to set the right objectives and select the right tools and process for tracking.
Strategy 2. Keyphrase Analysis And Selection Strategy
Keyphrase analysis and selection are core to success in SEM. Identifying relevant key phrases for your marketplace is crucial starting point both to starting and refining both paid search and SEO.
In this section, we explain a structured process to identify keyphrases related to your products and services. We also point you at the best free and paid for tools for identifying keyphrases and evaluating their potential.
Strategy 3. Resourcing And Agency Strategy
As a part of a strategic review of your search marketing or entire digital marketing effectiveness it essential to ask whether you have the most cost-effective combination of resources to plan and execute your paid search marketing.
In this section, we look at your options for resourcing your search engine marketing using different types of agencies and internal resources. We also suggest how you should run a pitching process to select the best agency.
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