The Hidden Lever In Paid Search Optimization

There have been many articles written about paid search optimization, but there is one piece of the optimization puzzle that continually gets left out. The hidden lever in paid search optimization is prioritization. Prioritizing optimization opportunities is equally as important as doing the optimization itself. I have seen double digit increases in performance and significant time savings in every program that has implemented a prioritization process, even if they were previously using a fixed schedule for optimization. There is so much work to do on a paid search account that someone could easily spend all of their time making changes that don’t really have an impact. Doing a regular prioritization audit makes sure that the initiatives with the highest impact get done first and get the most attention. It does take additional thought and effort to prioritize your optimiza...

Full article: http://searchengineland.com/the-hidden-lever-in-paid-sear...

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@SebastiaanHu » 31 Mar '12, 7am
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@pramodh » 25 Mar '12, 8am
The Hidden Lever In Paid Search Optimization:The 4 step process that use to perform an optimization audit.Read more [link]
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Prioritize your paid search campaigns [link]
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This is a similar method to my PPC campaign audits. [link]
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@g_richard_carey » 21 Mar '12, 3pm
I would love to get your feedback on this article. How do you optimize your paid search program? [link] via @sengineland
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