10e20’s on Making the Most of Paid Search
Tamar of 10e20 wrote a really great summary of how to do paid search. It goes over common myths, questions, strategies, mistakes - anything and everything. It’s extremely comprehensive for a single article. Well done, and a great read!
Introduction
When considering paid search, it’s really important to set some goals. As you can tell, I’m very big on goal orientation. Some of these goals can be:
- Better targeting (keywords and position)
- Better messaging (ad copy/description and landing page)
- Lower cost/reduce waste
- Increase conversions
- Improve ROI
- Measure success
