• 10e20, Wednesday, January 16, 2008 2:03 PM

During a recent Search Marketing Now Webcast, Chris Sherman dove into the perils and best practices of managing PPC campaigns for massive sites. This kind of campaign management requires clearly defined goal-setting, leadership and buy-in from all marketing departments, as well as the use of automated tools whenever possible.

Often, handling paid search for major sites means running both direct response and brand-focused campaigns, so making sure that the PPC ads gel with the other on- and offline messages is key. Sherman added that the paid search data could be used for creative message testing for offline campaigns, and also said that the content networks could aid in branding efforts.

Read the whole story at 10e20 »