Paid Search Campaigns: What Makes The Heavy Lifting So Heavy?
IT IS A CRITICAL COMPONENT of the day-to-day tasks that occur behind the scenes of any paid search marketing campaign. It’s commonly experienced by those on the frontlines. It is a necessary evil. It is something that does not need to be so complex and cumbersome–but often is.
Simply put, it is customer service. But in this case it is the engine’s service of its customer–the agency.
It’s only keywords and textlinks
On the surface, our clients are presented with only the end product–neat, detailed, executive-level campaign summaries and charts that indicate efficient search marketing performance tied with strategic recommendations. Often these summaries validate the need for an ongoing search marketing presence. Clients also understand such top-level tactics as expanded keyword lists and lowered bids for non-performing terms.
What remains hidden is the time-consuming back and forth with each engine in order to ensure a perfect launch or retrieve ongoing campaign updates. As much as we try to streamline our interactions with the engines, there will...
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