Pay Per Click (PPC) tips from Christine Churchill – Optimizing Paid Search Quality Score

We met up with Christine Churchill of KeyRelevance, a Search Marketing strategy company based in Dallas, Texas, recently and asked her on some quick hit PPC tactics. In this video, Christine Churchill shares some of her formula for optimizing paid search for your business. Complete blog post can be read here: www.instantetraining.com Bob Tripathi: You do a lot of PPC. I saw you in the lab yesterday. Christine Churchill: That was a fun lab. Bob Tripathi: That was a fun lab, yes. One of the things you saw in the lab, there was this one guy who had a wrong account structure. How much of that do you encounter with your work where every day people go in and start PPC because it’s spending, right? Spending shouldn’t be that tough. But getting the account structure, getting the foundation… How much do you see in your daily work with clients? Christine Churchill: Sadly, more often than you think. Part of the problem is that when people set up their own accounts, they get defaulted into things that they don’t even know about. And that’s kind of what happened to the guy yesterday. He got defaulted into both the search and the content network. Which should always be a basic rule in pay per click is always separate search and content or display networks. Because the people searching on those, or just the whole nature of those two worlds- they’re complete worlds, a different part, and the ads are different, the landing pages need to be different, everything. They should be separated …
Video Rating: 5 / 5