Cruise Control or Active Management for PPC Budgets?by Kent Lewis on December 28, 2004Uncategorized
That’s a silly question, but many SEM pros don’t know to adjust their spend based on ROI. So actively managing your PPC budget is the most efficient way to maximize profits. Go ahead and use Daily Budgets on Google – but start your budgeting on a campaign level all the way down to a keyword level. You want to make sure you are budgeting enough for the top ROAS terms. Don’t let Google randomly show your ads for you – random doesn’t equal ROI.
As for Overture’s new Money Manager – consider using day-parting strategies to allow for the top terms to show during your peak buying hours.