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by Mike Essex on 26th May 2010
Marketing professionals are being told how to consolidate an advertising campaign through Google AdWords.
Writing for Search Engine Watch, Joesph Kerschbaum – who has been involved in search engine marketing since 2006 and writes for number of industry blogs – shared his own experience of having to rescue company accounts that were "in a state of disarray".
He described how one client’s performances showed few clicks and impressions as well as a high cost-per conversion rate, yet after moving thousands of keywords and shifting hundreds of ad texts, the situation was far better.
What may interest marketing managers, including those who use professional PPC services, is that Mr Kerschbaum described how he used a "tiered plan" of action to change a company’s advertising fortunes, rather than moving everything at once.
He also stressed the importance of removing weaker elements of a campaign before switching anything around and the need to make clients aware that adjusting keywords may impact on performance history data, before beginning the process.