I believe that “Relevance” is the keyword to which Search Engines (read Google!) are devoted; the only reason being that for them Relevance = Profit. The more a search engine offers relevant results the more users and then advertisers will use it. That’s why “relevance” is also my keyword both for SEM and SEO projects. I prefer to set up my client’s Paid Search account myself, even if I won’t be the one managing it day to day. I know it takes time to go through single keywords research and account tuning but a good start is essential. Depending on the complexity of the campaign my tools can include bidding management tools or bulk editing software. I am not a big fan of the firsts because the use of APIs can be expensive on large accounts, but sometimes bidding rules can make the difference. I have used BidMaximizer in the past and I would like to try Atlas Search. I use AdGooroo to evaluate and monitor my campaigns and for competitive intelligence. If a Semantic area is defining my client’s market I play all the cards in order to bring share of voice, coverage and ranking depending on the marketing objectives.
How I work.
I am available on a contract basis to set up and follow PPC campaigns or as an Interim Manager to liaise with Advertising Agencies or Search Engines Teams.