30 Jul '13, 11am

PPC Defense: Don't Let These 7 Factors Damage Your Performance

Set performance thresholds. Establish a baseline for your performance and when you fall below a certain watermark, and then it's time to take stock of your stable of competitors. You should keep an eye on click-through rate (CTR), cost-per-click (CPC), impression share, and impression share lost due to ranking (IS lost due to budget doesn't necessarily indicate an increase in competition). Utilize a third party competitive tool. There are a handful of third-party tools that help monitor competitor behavior. To be diplomatic, I won't mention any specific tools here, but if you search for "PPC competitive tool," you'll get a whole SERP full of available options. If you want to monitor your competitive landscape, then you should compare the available tools and select the one that best suits your needs.

Full article: http://searchenginewatch.com/article/2285559/PPC-Defense-...

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