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How to Create an ROI-Based Management Approach to Successful Paid Search

Pay-Per-Click (CPP) practitioners with mediocre skills simply hold accounts.

The average practitioner intensifies the game by optimizing the accounts.

The really effective pro, however, has the critical ability to expand and develop search accounts in an organized and calculated manner. These best-performing companies can increase their budgets and maintain a return on investment (ROI) because they have developed solid approaches to account management and optimization. They have established a strong base of account and are much more apt to generate significant value.

Compliance with an ROI-based account management approach when entering or optimizing search accounts generates benefits that go beyond cost savings. It facilitates the setting of priorities, strategic direction, innovation and consistency of performance.

This article highlights the value of ROI – based management and how to change paradigms when one approaches search accounts with long – term prosperity in mind.

Securing the table of success

The entry into an inherited account equates to the approach of an emergency situation: sorting, speed and intuition are paramount.

Cut any performance loss by blatantly interrupting areas. Then, evaluate what works and try to highlight quick wins or opportunities. It can be a set of keywords, a specific campaign, or a combination of tactics.

At this point, communication and a clear understanding of goals and objectives are crucial to establishing a successful management approach:

  • Are stakeholders interested in achieving specific cost-per-action (CPA) targets?
  • Are they interested in the Return on Advertising Spending (ROAS)?
  • Do / Do features exist to track dorsal performance metrics?

These fundamentals will define the expectations of the research team – what they are responsible for and how to go forward.

If a ROI target of 10x is assigned to paid search, the conversion rate conversion into funnel allows the team to return to the additional goal statistics from the top of the funnel and the recommended budget.

Once the team is aligned with the goals and objectives, the integration will become the focus of interest – the integration of front-end data with third-party data sources, as well as the team's efforts with advanced business intelligence.

Budgets and Escapes

It is common for organizations to have multiple services or products that need to be promoted on a variety of search platforms. This is where the SEO defines g …

[Read the full article on Search Engine Land.]


The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.


About the author

Megan Taggart leads integrated and drastically targeted (+ retargeted) strategies across search, social, display and eComm platforms for a variety of B2B and B2C customers. From startups primed to iconic global brands, it thrives in various types of marketing and vertical funnels to create links between paid Search and Social efforts that impact the bottom line. Megan is the Account Management Manager at Aimclear