Putting "a lot of time" into the initial set-up of a pay per click account has been described as the one piece of advice all marketers should follow.
Writing on Search Engine Land, Josh Dreller said that getting a pay per click marketing campaign right from the start will make it easier to manage and adjust once it goes live.
Advertisers will need their account to be "robust" enough to allow them to test lots of different types of keywords, marketing messages and audience targeting, yet not so large that it becomes difficult to oversee.
Furthermore, Mr Dreller said that when building a pay per click account, marketers should leave themselves "levers" that will allow them to make significant changes to their campaigns quickly and easily.
"For example, if you have three product lines, go ahead and split them into different campaigns," he advised.
This means that if one product is dropped, the company will only have to pause one campaign. Putting all their product lines in one marketing drive will complicate matters.
According to Econsultancy and ExactTarget, overall spending on online marketing services is expected to increase by 17 per cent this year.
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