March 2009
Beginner to intermediate
224 pages
4h 21m
English
Content preview from The Truth About Pay-Per-Click Search Advertising
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Truth 30. PPC backward and forward
Traditional web analytics might give you the wrong signals, steering you to the wrong decisions about your PPC search campaigns. The mere fact that a search term was popular a month, week, or even a day ago does not ensure any continued currency in the public mind. Unfortunately, most marketers’ decisions about marketing PPC and other on- and offline marketing campaigns are based purely on historical data. That’s like driving in a race using an oversized rearview mirror. Sure, your mirror will tell you a little about the curves in the road and traffic’s general position, but trying to drive competitively at high speed while looking behind is a formula for disaster.
My team and I have found that building ...
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