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.