What Makes Paid Search Programs Successful From Search To Conversion?

At a high level, I believe it is fair to say that it has a lot to do with the ability to bid on the right keywords, serve very specific ads tailored to each geo/language/device, and redirect to the most appropriate landing page for each geo/language/device. It’s all about engineering a consistent conversion chain from search to conversion, which implies high resolution targeting. In an ideal world, search marketers should break down their paid search accounts by user intent, geo, language, device, and more… as long as they see some kind of gain targeting wise. That all makes sense so far, except that you might end up with several thousands of campaigns, duplicate ad copies and keywords across those campaigns, etc., and gradually lose control over your paid search program. More specifically, you might run into a scalability issue, which raises the following question: where ...

Full article: http://searchengineland.com/paid-search-account-structure...

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