• StraightUpSearch , Thursday, October 2, 2008 2:15 PM

A paid search campaign needs four fundamental factors to be successful: the right keywords, a thoughtful account structure, an aggressive bidding strategy to start, and ongoing analysis. John explains these fundamentals clearly in his post.

Choosing the right keywords is ... well, key, because the right ones will "give you the ability to target PPC ads specifically to those looking for related products and services, or avoid showing your ads to users who are not likely to purchase from you," he says. Meanwhile, small, organized ad groups help you maintain higher Quality Scores and CTRs.

John suggests bidding aggressively at the onset of a campaign to quickly gauge its relevancy and effectiveness. "This tactic will ensure that you are high in the paid search results, giving you the best chance to quickly establish Quality Scores and determine if your message is meeting the right traffic." Lastly, ongoing analysis is needed to discern whether the campaign is meeting client's ROI and CPA goals.

Read the whole story at StraightUpSearch »