07-28-2008, 08:34 AM
Quote:Wasting your PPC search budget may be acceptable if you have a virtually unlimited budget. But few, if any, marketers have an unlimited search budget, buying top position for every word all the time, regardless of cost. Most of us, whether agency side or client side, manage simultaneously to budget and achieve ROI, net search profit, click per action (CPA), or return on advertising spend (ROAS).
There are lots of ways to waste your coveted, hard-won budget. Some may seem obvious, while others may have slipped by you. In any case, 'tis the season to tighten belts. So it's a good time to review your account to identify any budget-wasting settings or structures.
* Don't measure and manage to your measured objectives. If you have been reading my column and aren't yet spending your PPC search with clear objectives, shame on you. Survey after survey shows a large percentage of marketers don't measure post-click behaviors or measure them without managing to them...
full article: http://www.clickz.com/showPage.html?page=3630325