Effective PPC Ads are about the big picture

Greg Meyers posted a great article on paid search marketing here: www.semgeek.com/semgeek/2007/12/writing-effecti.html

A couple of his points that I loved:

• “First make sure Ads are set to ROTATE and NOT Optimize.”
  Do not let the search engines determine the success of your hands. Only you and your analytics can determine. Just because an ad received the most clicks, does not make it successful.
• “Understanding what Messaging works best with your customers and prospects is more important than writing and testing 10-20 different ads with the only difference being a few words being moved from description line #1 to line #2.”
  Too many people make it too complicated. Let the numbers speak for themselves.

Greg’s points coincide with my Seven Habits of Highly Effective Pay-Per-Click Advertisers:

1. Separate Content from Search
2. Control spending by adjusting bid amounts, not daily spend budget
3. Create a negative keyword list

Find the rest here: www.johnwellis.com/seven-habits-of-highly-effective-pay-per-click-advertisers/