Framework for PPC Management
We’ve just published our framework for managing Pay Per Click Advertising. We’ve used this framework for the past year to manage Client’s Adwords and Yahoo pay per click accounts and find that it is particularly helpful for our PPC Analysts.
Where to find PPC Management Framework
It’s built into our primary website under PPC & SEO Tools at How to Manage PPC Accounts. I look forward to receiving comments and questions on the framework.
5 Responses to “How to Manage PPC Accounts”
I’m wondering about calculating the impression share in Yahoo accounts, when Yahoo recommend a budget, should I calculate this budget for one month & not for only one day..?!!
..and why Yahoo didn’t show impression shares in any of its reports..?!!!!
Yahoo doesn’t provide impression share reports, but it does forecast impression shares based on budgets. Use this as a proxy for IS, and then you can very generallyestimate lost impressions due to rank by looking at your avg positions. Additionally, if you have budgeted Yahoo’s estimated budget, and you’re significantly underspending your budget, then you can figure that you can bet an idea about percent IS lost to rank.
Yahoo reporting, as with every aspect of its ad management system is years behind Google, and unlike MS Ad Center vs Google Adwords, the gap is growing, not shrinking.
Why Denver PPC?
- Reason 1: Thorough ROAS analysis
- Reason 2: Personalized PPC reports
- Reason 3: Meticulous PPC maintenance
A common question I am asked is how to set keyword positions.
Our framework for managing PPC ad accounts focuses on managing ad positions within the constraints of bid limits, so ad positions do matter. For more on how to set ad position targets, please read:
http://www.denver-ppc.com/targeting-ad-positions/