• DM News , Friday, August 8, 2008 2:15 PM

The perfect search campaign is developed through the usage and monitoring of six benchmarks, according to Howard Sewell. The benchmarks are as follows: Tt needs to generate a cost per acquisition (CPA) that's competitive with other ad channels; generate predictable CPA results at projected spend levels; and be expansive enough to cover every keyword, phrase and variation.

Sewell also says that the campaign needs to deliver relevant ad copy and a strong landing page for every keyword; make optimal use of budgeting and ad copy testing, as well as geotargeting and day-parting; and lastly, be tracked through a back-end system that measures ROI on a per keyword basis. Whew! That's a tall order. And while Howell acknowledges that there's likely no one out there with such an ideal PPC program, he does say that it's a standard search marketers should aspire to if they want optimal results.

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