Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
P. 1
Media Mix and Paid Search

Media Mix and Paid Search

Ratings: (0)|Views: 44|Likes:
Published by IMPAQT
The objective of incorporating media mix effects into your paid search campaigns is to optimize your spending and bidding strategy and tactics. Aside from obvious factors, like the coordination of ad copy and landing pages, it helps to answer fundamental questions like: What should be my campaign budget, and what should be my keyword bids, in light of my campaign objectives? Should I budget and bid boost during periods of heavy advertising? Or, should I lower my bids in the hope that lower ranked results will get high CTRs due to the ad campaign?
The objective of incorporating media mix effects into your paid search campaigns is to optimize your spending and bidding strategy and tactics. Aside from obvious factors, like the coordination of ad copy and landing pages, it helps to answer fundamental questions like: What should be my campaign budget, and what should be my keyword bids, in light of my campaign objectives? Should I budget and bid boost during periods of heavy advertising? Or, should I lower my bids in the hope that lower ranked results will get high CTRs due to the ad campaign?

More info:

Published by: IMPAQT on Mar 29, 2012
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less

03/29/2012

pdf

 
 ¤ 52<5 DARL\] FFI
D
{{{#DARL\]#ija <
Jeoni}dxn
]gn jeoni}dxn jh dcijurjul}dck anmdl adw nhhni}y dc}j tj~u rldm ynluig ilarldkcy dy }j jr}dadzntj~u yrncmdck lcm edmmdck y}ul}nkt lcm }li}diy# Lydmn huja jexdj~y hli}juy& fd`n }gnijjumdcl}djc jh lm ijrt lcm flcmdck rlkny& d} gnfry }j lcy{nu h~cmlanc}lf |~ny}djcy fd`n?[gl} ygj~fm en at ilarldkc e~mkn}& lcm {gl} ygj~fm en at `nt{jum edmy& dc fdkg} jh atilarldkc jeoni}dxny: Ygj~fm D e~mkn} lcm edm ejjy} m~udck rnudjmy jh gnlxt lmxnu}dydck: Ju&ygj~fm D fj{nu at edmy dc }gn gjrn }gl} fj{nu ulc`nm uny~f}y {dff kn} gdkg I]Uy m~n }j }gn lmilarldkc:
 ]gn Uj~kg Flcmyilrn
Ml}l dy }gn fdhnefjjm jh lclft}dilf lcm y}ul}nkdi dc}nkul}djc jh tj~u anmdl adw lcm jcfdcn ynluig#[d}gj~} glum ml}l jc tj~u anmdl adw '{gl}& {gnc& gj{ a~ig:$ lcm juklcdi!rldm ynluigan}udiy& }gn alu`n}dck y}ul}nkdy} dy r~} dc }gn rjyd}djc jh kncnulfdzdck hdcmdcky huja mdyrlul}ndcm~y}udny& y}~mdny& lcm idui~ay}lciny# Yjan}dany }gnyn hdcmdcky l}}ldc }gn y}l}~y jh }u~dyay&
‖jexdj~y unfl}djcygdry‑& lcm }jr
!jh!}gn!adcm }j!mjy# Hju nwlarfn& anmdl adw*ynluig hdcmdckyjxnu }gn rly} ynxnulf tnluy tdnfm }gn hjffj{dck kncnulfdzl}djcy?
 L y~ey}lc}dlf c~aenu jh jcfdcn ynluigny enkdc {d}g nwrjy~un }j alklzdcny& ]Xijaanuidlfy& lcm j}gnu nfnanc}y jh }gn anmdl adw# <
Alct jcfdcn ynluigny li}~lfft ijcif~mn {d}g jhhfdcn ijcxnuydjcy 'ylfny$ 'jh}nc l} }gn eulcmfjil}djcy }gl} mdhhnu }glc }gn jcfdcn ynluig$& 5 yj l cluuj{ hji~y jc jcfdcn ijcxnuydjcy hujaynluig mjny cj} unhfni} }u~n darli} jh }gn ynluigalu`n}dck iglccnf#
]gn ijaedcl}djc jh jcfdcn mdyrflt lmxnu}dydck lcm ynluig nwrjy~un fnlmy }j gdkgnu jhhfdcnylfny#
9
 J}gnu kncnulf hdcmdcky ~cijxnunm et DARL\] dcif~mn?
Dciunanc}lf ynluig li}dxd}t 'darunyydjcy nyrnidlfft$ dciunlyny m~udck }dany jh dc}ncydxnlmxnu}dydck 'nyrnidlfft ijjumdcl}nm anmdl r~ygny& y~ig ly eujlmily} ]X& ilefn ]X& jcfdcn&
n}i#$# ]gdy dy rlu}di~fluft }u~n hju eulcmnm `nt{jumy lcm yjan{gl} fnyy yj hju ‖jc
!
anyylkn‑ cjc
!eulcmnm `nt{jumy#
Cj}n? Et ‖dciunanc}lf li}dxd}t&‑ D anlc li}dxd}t }gl} dy lejxn
!lcm!entjcm {gl} dyhjunily}nm dc }gn leyncin jh }gn lmxnu}dydck# ]gdy }nua {dff en mdyi~yynm dc ajun
mn}ldf enfj{ dc l yni}djc jc ‖An}gjmjfjkdny hju Y}~mtdck Anmdl Adw lcm Ynluig#‑
 
[gd}n Rlrnu 
Anmdl Adw lcm Rldm Ynluig
 
 ¤ 52<5 DARL\] FFI
D
{{{#DARL\]#ija 5
Ijcxnuydjc ul}ny hlff m~udck dc}ncydxn lmxnu}dydck 'dcmnnm& ~r{lum ygdh}y dc ynluigdarunyydjc xjf~an }gl} ilccj} en l}}ude~}nm }j e~mkn} dciunlyny& n}i#& ilc en ~ynm ly ly~uujkl}n }j nwrni} fj{nu ijcxnuydjc ul}ny$#
]j}lf ijcxnuydjcy dciunlyn& lfend} cj} ly ulrdmft ly ifdi` }gu~ ul}ny#
Ijy} rnu ijcxnuydjc dciunlyny m~udck }dany jh dc}ncydxn lmxnu}dydck#
Cj{ fn}—y lmm yjan ijarfdil}dck hli}juy lcm ilxnl}y?
 
Ij~c}nu!dc}~d}dxn uny~f}y lun cj} ~cijaajc# Dc yjan ilyny& DARL\] gly jeynuxnm ynluigli}dxd}t ydkcdhdilc}ft mniunlydck lh}nu l anmdl ilarldkc fl~cig# Gj{ dy }gl} rjyydefn: D} dyrjyydefn 'lcm yjan}dany fd`nft$& enil~yn alu`n}nuy jh}nc}dany rflc anmdl fl~cigny m~udck
‖yfj{ }dany‑ … gncin& ynluig li}dxd}t dy il~kg} dc l kncnulf mj{cmulh} jh yfj{ ylfny# Dh }gnanmdl ilarldkc hldfy }j luuny} }gl} mj{cmulh}& d} dy mdhhdi~f} }j jeynuxn lct ‖dciunanc}lfynluigny‑ m~udck }gl} }dan rnudjm& nxnc {d}g yjrgdy}dil}nm hjunily}dck lfkjud}gay#
 
Hju y}ujck eulcmy '{d}g mjadclc} yglun jh adcm$& lmxnu}dydck mjny cj} ynna }j darli}ynluig li}dxd}t l} lff# Dc hli}& l} fnly} dc }gn ygju}!u~c& lmxnu}dydck mjny cj} nxnc darli}jxnulff ylfny 'jhhfdcn lcm jcfdcn$#
]gnun lun ydkcdhdilc} flk }dany en}{nnc lc lmxnu}dydck ilarldkc lcm lyyjidl}nm ynluigli}dxd}t#
Unfl}nm }j }gn runxdj~y rjdc}& }gn ‖dc}ncyd}t jh darli}‑ lyyjidl}nm {d}g mdhhnunc} }trny jh lmxnu}dydck xludny jxnu }dan# Yjan lmxnu}dydck ‖gd}y }gn ulmlu‑ xnut |~di`ft& glcky jc hju l
rnudjm jh }dan& }gnc hlmny yfj{ft# J}gnu lmxnu}dydck darli}y e~dfm yfj{ft& lcm }gnc fdcknu hlu entjcm }gn ijcif~ydjc jh }gn lmxnu}dydck ilarldkc#]g~y& ydarfn }u~dyay }gl} unrju} l unfl}djcygdr en}{nnc anmdl adw 'lmxnu}dydck li}dxd}t$ lcmynluig li}dxd}t lun o~y} }gn y}lu} dc }gn nwrfjul}djc jh }gn unfl}djcygdr# Tj~u ml}l 'cj} }gl}rujxdmnm et ynijcmlut yj~uiny$ dy }gn eny} rl}g hju cldfdck mj{c gj{ }j ijjumdcl}n tj~u rldmynluig ilarldkc dc fdkg} jh lmxnu}dydck ilarldkcy#
Ijcxnuydjc L}}ude~}djc& Anmdl Adw lcm Ynluig
[gnc tj~ y}nr dc}j }gn ajulyy jh ijjumdcl}dck tj~u 'rldm$ ynluig ilarldkcy {d}g j}gnu lmxnu}dydck& d} dy dcnxd}lefn }gl} yjanjcn 'dc }gn lmxnu}dydck mnrlu}anc}$ ly`y
 ’
 
‖Yj& gj{ alct
ynluig!unfl}nm ijcxnuydjcy lun li}~lfft l}}ude~}lefn }j AT lmxnu}dydck ilarldkc: Alten D
ygj~fm en }l`dck iunmd} hju }gl} …‑ '^cyrj`nc& l} fnly} }j tj~u hlin& dy }gn darfdil}djc }gl}ynluig dy cj} ijc}ude~}dck ly a~ig }j }gn ej}}ja fdcn ly tj~—xn y}l}nm#$
 
[gd}n Rlrnu 
Anmdl Adw lcm Rldm Ynluig
 
 ¤ 52<5 DARL\] FFI
D
{{{#DARL\]#ija 9
Dc }gdy }~k jh {lu& d} ygj~fm en daanmdl}nft rjdc}nm j~} }gl} alct jcfdcn ynluigny uny~f} dcjhhfdcn ylfny '{gdig lun jh}nc cj} l}}ude~}nm }j ynluig y~iinyy0 lcm ygj~fm en& l} fnly}
rlu}dlfft$& a~ig lmxnu}dydck }gl} dy cj} mduni}ft rujaj}djclf lcm ‖daanmdl}n li}djc mudxnc‑ mjnycj} ‖ynlf }gn mnlf‑& lcm }gl} mdyiunmd}dck jcfdcn ynluig dy lfajy} l`dc }j }l`dck l{lt lct `nt
hlidfd}l}ju jh ylfny 'fd`n ilyg unkdy}nuy$# = Ynxnulf y}~mdny y~rrju} }gdy ijc}nc}djc?
]gn jcfdcn!}j!
jhhfdcn unfl}djcygdr xludny et dcm~y}ut xnu}dilf mnrncmdck ‖cnnm hju }j~ig&‑
darju}lcin ju nwrncyn jh }gn d}na& ynlyjclfd}t& n}i# >
Jcfdcn xnuy~y jhhfdcn r~uiglyny xlut et }gn }trn jh ynluig 'eulcmnm * rujm~i} xnuy~ykncnudi$# 8
]gnunhjun& {gnc l}}nar}dck }j ‖uj~cm }gn iduifn‑ }gl} ijccni}y }gn dcr~}y 'anmdl adw$ }j }gn
j~}r~}y 'ijcxnuydjcy$ xdl ynluig& d} dy darju}lc} }gl} }gn hdclf ijcxnuydjc dy anly~unm ijuuni}#]gl} dy& ijcxnuydjc anly~unanc} a~y} dcif~mn ej}g jcfdcn lcm jhhfdcn an}udiy# E~} gj{: L xludn}t jh jcfdcn!}j!jhhfdcn }uli`dck }li}diy glxn ennc rujrjynm& y~ig ly mj{cfjlmlefnij~rjcy& ~cd|~n flcmdck rlkny hju jhhfdcn lmy& ~ydck <!722 c~aenuy ~cd|~n }j jcfdcn flcmdckrlkny& lcm jhhfdcn ijmny lxldflefn hju jcfdcn }ulcyli}djcy# ; Nlig an}gjm dy xlfdm 'lcm ajunlrrujrudl}n hju yjan rujm~i}y*ynuxdiny }glc j}gnuy$# ]trdilfft& gj{nxnu& }gnt }ncm }j ijxnu lxnut cluuj{ ynkanc} jh }gn jcfdcn!}j!
jhhfdcn ijcxnuydjc rujinyy# 'Dc DARL\]—y nwrnudncin&
}uli`nm unyrjcyny liij~c} hju jcft l yalff rujrju}djc jh }j}lf unyrjcyn# ]gdy mjny cj} y|~lun{d}g j}gnu unynluig dcmdil}dck y~ey}lc}dlf jcfdcn!}j!jhhfdcn nhhni}y#$ Lmmd}djclfft& }gnyn }uli`dckan}gjmjfjkdny mj cj} ilr}~un }gn nc}dun y{nnr jh }gn anmdl adw& lcm d}y darli} jc ynluig#]gnunhjun& j~u eny} ruli}din dc }gdy lunl dy }j }uli` lff jhhfdcn 'lcm jcfdcn$ ijcxnuydjcy& lcm }jijuunfl}n }gjyn ijcxnuydjcy {d}g }gn anmdl adw lcm ynluig li}dxd}t#
An}gjmjfjkdny hju Y}~mtdck Anmdl Adw lcm Ynluig
Elydi rudcidrfny ~cmnufdn }gn y}~mt jh anmdl lcm ynluig# Hduy}& d} dy darnul}dxn }gl} anmdl adw *ynluig li}dxd}t lyyjidl}nm {d}g `nt{jumy 'nyrnidlfft `nt{jum if~y}nuy ju `nt{jum rju}hjfdjy$a~y} en mjcn eulcm et eulcm& `nt{jum et `nt{jum# 'Ly rlu} jh l ynluig lkncit& D {j~fm lfyj
lmm dcm~y}ut et dcm~y}ut& ifdnc} et ifdnc}#$ @nt{jumy unli} mdhhnunc}ft }j }gn anmdl adw& lcm d}y—
ijc}nc}# Hju tj~u rlu}di~flu yd}~l}djc& y}~mt }gjyn unfl}djcygdry lcm dmnc}dht tj~u ~cd|~n yn} jh runmdi}juy lcm darli}y# 'Y}lu} {d}g eulcmnm xnuy~y cjc!eulcmnm `nt{jumy& }gnc y~e!mdxdmn}gna dc}j `nt{jum if~y}nuy elynm jc ynalc}di ydadflud}t lcm englxdju 'I]U& IRI& n}i#$$
Ynijcm& tj~ a~y} anly~un }gn ‖dciunanc}lf li}dxd}t‑ 'darunyydjcy& ifdi`y& ijy}y& ijcxnuydjcy&
n}i#$ lyyjidl}nm {d}g anmdl ilarldkcy# ]gnun lun }uncmy& itifny lcm ynlyjcy }j ynluigdcmnrncmnc} jh anmdl nhhni}y# ]gn mdhhnuncin en}{nnc jeynuxnm li}dxd}t lcm hjunily}nm li}dxd}tdy }gn dciunanc}lf nhhni} jh }gn anmdl#
[gd}n Rlrnu 
Anmdl Adw lcm Rldm Ynluig

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->