PPC: Not Just About the Numbers

Math, machines, and data algorithms are necessary to optimize a PPC campaign for high return on ad spend (ROAS), but without qualitative intelligence and careful attention to upholding fundamental best practices, many marketers will often fail. If a keyword has a low ROAS, bid adjustments may be needed, or it might be that the ad copy doesn’t match up, or the landing page is wrong. Often, these qualitative elements can make or break the success of your paid search campaign. More info below…

Speaker: Alissa Ruehl, Apogee Search; Paid Search Editor SEMJ.org
Event Date: September 22, 2009

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Webcast Details:

Learn how to combine human insights with conversion-based bid management for improved performance. This webcast will cover the qualitative aspects of campaign optimization including:

• Organizing your PPC campaign for success and simplicity
• Weeding out irrelevant traffic
• Getting the right people to click on your ads (and turning the wrong ones away)
• Choosing and creating good landing pages

Alissa Ruehl is Manager of Website Effectiveness Consulting at Apogee Search. She is also the Paid Search Editor for SEMJ.org, and is a frequent speaker on webcasts and at search industry conferences.

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