Are scale and efficiency keys to PPC?

The two key factors which are "crucial" to search engine optimisation and pay per click (PPC) are efficiency and scale, one sector commentator has claimed.

In a post for Search Engine Land, Benny Blum states that this means tuning the campaign to make it more efficient and then maintaining this efficiency while scaling the account.

He advises using tools such as the AdWords search query report in order to identify the keywords and phrases which could be used by a brand which have proved popular elsewhere.

Mr Blum also recommends employing bid management when it comes to scaling as it can be easy to lose track of return on investment (ROI) when attempting to manage terms in line with a specific rank.

"Adjust bids to keep average rank at the keyword or match type in the ideal range - for example, between ranks two and seven to ensure first page exposure - then you can increase bids when ROI is above goal and decrease bids when ROI is below goal," he adds.

In related news, Scott Brinker, in a post for Search Engine Land, recently stated that good landing pages can in turn apply many of the ideals of social media marketing to PPC advertising.

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