Pay Per Click Methodology
I have found over the last six years of working on some very complex IT projects that a solid methodical approach can often be of huge benefit.
A method or methodology offers preconceived principles, practices, and procedures applied to a specific field of interest.
So the question is:
“Should we be following a PPC methodology whilst planning, defining, analyzing, designing, building, testing, and implementing a PPC campaign?”
In order to answer this question we need to examine the following questions:
- What are the benefits / negatives of using a methodology?
- How does this relate to and benefit PPC management?
The Benefits of Using A Methodology
The benefits of a good well implemented methodology are clear. Whilst carrying out a project or task a methodology offers a framework to standardize execution ensuring a consistent approach.
Consistency is the key!
Consistency across projects results in:
- Improved productivity due to familiarity with due process and associated tools.
- A common operating procedure that allows continual process examination and improvement based on shared experience, something not possible with an adhoc approach.
- Clear understanding of the tasks and deliverables allowing more accurate planning and costing
- Shared understanding of the process easing the task of reporting and ensuring expectations are correctly set.
- A ready made training plan
- Faster implementation with a higher customer satisfaction
- The creation of a knowledge base and reuse of assets e.g. document templates, data collection mechanisms etc.
So a well implemented methodology that has the flexibility to match the project at hand can help you execute projects more quickly, to a higher standard generating confidence in your ability to deliver!
The Negative Aspects of Using A Methodology
Perhaps the most common complaint by people using methodologies is that they feel the methodology is:
- over complex to learn and implement
- cumbersome and time consuming to operate
Methodologies are just a collection of text and diagrams and correct application in the context of the project is crucial.
How Does This Relate to PPC?
Designing, building, maintaining and tuning PPC campaigns effectively is a complex undertaking. The usage of a relevant methodology specifically tuned to PPC offers tangible benefits as noted above.
Where Can I Find a PPC Methodology?
As far as I know there are no publically available PPC methodologies so unless you work for a Search Engine Marketing company that has developed a PPC methodology you will have to create your own. However I have some ideas in this space so stay tuned.
