New Video: What’s the most important factor for a well managed account?

Posted on Wednesday, December 15th, 2010 by Print This Post Print This Post

Categories - Featured, SEM

This is the second edition of The Search Agents’ one-minute Q&A videos. In this video, Bradd Libby, The Search Agency’s Manager of AdMax Research and Development, addresses the question “What’s the most important factor for a well managed account?”

The adage “garbage in, garbage out” certainly applies to the world of paid search.  The success of any new campaign management strategy hinges on the account manager’s ability to access accurate and comprehensive data.

To gain additional insight into SEM campaign management, make sure to check out Bradd Libby’s posts on The Search Agents blog.

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2 Responses to “New Video: What’s the most important factor for a well managed account?”

  1. David Ewing says:

    any tips on balancing ppc and organic on page seo efforts at the same time if your a one man team

    • Bradd Libby says:

      I would recommend starting by not worrying about SEO or SEM at all. Make certain that basic on-site analytics is working and you know how to analyze the data it generates. Worry about site usability in the form of A/B testing for the purpose of maximizing conversion rate (really, revenue per visitor).

      SEO efforts likely have an impact on the successfulness of SEM efforts (since, for example, high PageRank likely increases auction eligibility for broad-match keywords), so do traditional SEO before SEM: link building, content generation, tags, page load speeds, and so forth.

      SEM (and social media marketing) come last, since they need a good foundation from the other efforts first.

      Of course, all of these efforts require continual investment of time, but when you’re a one-person operation and have multiple tasks to choose between, the general order I’d suggest would be site functionality first, SEO second, and then SEM.

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