I know what you’re thinking. It’s Halloween. Christmas lights aren’t even up yet and I’m suggesting you start thinking about your 2008 paid search campaign. Well, paid search is more than just ad copy tweaks and keyword research. Paid search is a component of your overall small business marketing plan. Now is the time to learn from your 2007 results and make sure that your 2008 paid search strategy is in line with your overall product marketing goals!
Head on over to Search Engine Guide and read my full post - Important Steps In 2008 Paid Search Planning.
Let me know your thoughts! How do you make sure your strategies are aligned?
Tags: paid search, PPC, small business marketing
great read, I should start planniing too
[…] The Lonely Marketer reminds us that in order to know where you’re going, you have to know where you’ve been. His latest article on Search Engine Guide is a great lesson in preparing for the new year (yes, folks, it’s almost 2008) by reviewing and planning based on your PPC performance in 2007. […]
Hey Pat,
I loved your article. I never thought about analyzing Bounce Rates for my PPC campaigns too. Better start doing that!
I also like the Search Query Performance Report, that you recommend in your article as well. I added many negative keywords to my campaigns thanks to this tool. It is something worth scheduling on a weekly basis, so that you get the report directly in your inbox.
Hey Vittorio,
Yes, I’m a big fan of the Search Query Performance report. I’ve found a ton of negative keywords that way.
Thanks for the kind words on the article!
Pat
You mentioned in your article the “Bounce Rate”. A high bounce rate doesn’t mean the visitor was unhappy and left the page. Maybe he was quite happy and found what he was looking for quick on that page. So a negative vote could mean a positive vote. I wouldn’t use bounce rate to analyze anything.
Thanks
I must agree on that: using bounce rate could be tricky. I’d rather go for the time spent on page.