Testing 'is crucial to paid search'

13:40 12th February 2010

Testing and optimising pay-per-click (PPC) advertisements is crucial to having a successful search engine optimisation strategy.

That is the opinion of Josh Dreller, the vice president of media technology for Fuor Digital, who said in an article for Search Engine Land that finding trends and acting on them was the way to have a successful digital marketing campaign.

Mr Dreller explained that although PPC costs businesses money, it is the only way to ensure search optimisation campaigns are working correctly.

He said: "Just make the best analysis possible and test your hypothesis for long enough to know if it's working but not so long to disrupt the entire project. Over time, you'll have enough insights to keep your account humming."

Mr Dreller added that analysing data was not enough and that digital marketing professionals would have to put it into context to make it relevant.

A method of creating a successful paid search campaign is to get inside the mind of the person who is using the search engines to establish exactly what it is they are looking for.

By doing that, a digital marketing professional can build their search engine optimisation strategy more effectively.

Alex Cohen said in a post for Search Engine Watch that 2010 would be the year of universal paid search.

He said the evolution in online advertising would lead to more digital marketing professionals using PPC.