In the session "Search Advertising 101" the speakers offered advice to those who are new to the search advertising industry.
(Coverage ofPPC allows more control over messaging. Van Wagner said," you determine what pages visitors first land on-this is huge. PPC is not a said -it kind of deal - it gets better everyday."
Always try to gain a sustainable advantage. Use system level thinking. Track performance and make adjustments. Set good goals and work toward them.
It's important to get it right on Google first since they have close to 70 percent of the market share.
"Search engine ads are different from content ads, so treat them differently," Van Wagner said.
When you start a campaign have goals, measure action and not just clicks. Remember to target using geo-targeting or demographic targeting.
Use Google's
Mona Elesseily, Director of Marketing Strategy,
On conversion tracking she said, "With conversion tracking, it's important to identify your goals and then link it to the appropriate metrics. Tracking is obviously important to know what is happening."
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