Pay per click campaigns Nick James talks to Rhys Williams


Rhys Williams, Partner at Agenda21 Media, talks to Nick James about effectively managing pay per click campaigns


NJ: What changes have you seen over the last five years or so? RW: Search has developed very quickly in this time and the search engines have become far more sophisticated, offering far greater control over where, when and how your activity runs. Lots of advertisers that started off with maybe a few hundred keywords - that has rapidly turned into a few thousand keywords. These advertisers have probably been using Excel and some basic bid management tools. Some of those bid management tools evolved from just trying to collate the different data from the different engines and were no more sophisticated than that. Using basic tools to try and manage thousands of keywords optimally, given the greater control now offered by the engines can rapidly lead to information overload.


Another key point is that no tool or system, can take away the need for a highly skilled search marketer, working on getting the right structure in place for the account, keeping this updated and ensuring “non logic optimisation”. So many external factors influence search that no


14 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53