Yucca

In the current downturn, with budget reductions and the need to justify every last penny of your budget, it might seem prudent to keep your PPC in-house and manage it yourself.

However unless you have the skills and lots of time to spend developing your ppc campaign, you will find this is a false economy.

There are many factors to consider in running an effective PPC campaign and if you are not constantly monitoring, managing, reacting and planning then you are falling behind.

Areas to consider include:

• Is your campaign structured to maximise the Google Quality Score?
• Is your campaign built to allow for systematic testing?
• Do you have the time to produce, test and optimise a portfolio of several thousand keywords?
• How are each of your keyword performing? How have they performed historically, and how are they likely to perform in the future?
• Do you have the time to keep up-to-date with the changes in Google's algorithm?
• Are you monitoring click fraud?
• Do you know your target keywords and how they compare to those of your competitors?
• Are you operating different tactics/ campaigns on the three main search engines - Google, Yahoo! and MSN?
• Are you making effective use of phrase and exact match, and using negative terms to eradicate those clicks which are wasting your budget?
• Are you monitoring and controlling affiliate PPC activity to ensure you work with affiliates rather than against them?
• Are you deep-linking keywords, using dedicated landing pages and multivariate testing those landing pages to maximise conversion rates?
• Are you able to test, test again, and then again, to ensure the very best performance?

If you would like to find out more, please contact our Search & Affiliate Director, Paul Morris on 0117 905 5353 or email info@yucca.co.uk.