"Compiled over a matter of months and peer reviewed by PPC experts, the guide is comprehensive and covers all aspects of paid search. We think it is an incredible resource for internet marketing teams, agencies, paid search consultants and strategists."
For those who have not come across one of E-consultancy's Best Practice Guide's before, they aim to be considered the definitive source of online marketing knowledge. In the past, the guides have been so comprehensive as to be able to benefit any size of operation, be it a local business with modest targets, or a major multi-national corporation.
One look at the Table of Contents makes it clear that there is a vast range of topics covered within the literature, from the day-to-day basics of running a paid search account with the major search engines, right through to the integration of PPC with an SEO strategy.
As mentioned earlier, E-consultancy sought advice from some experts in the field. Bigmouthmedia's very own Head of Technical Search, Andrew Girdwood, was one of the many banks of encyclopaedic knowledge that were tapped for this purpose. Commenting on the finished paper, Andrew said:
"Many companies waste money on Paid Search. Paid Search is not media buying and is closer to Organic Search than many realise. E-consultancy's Best Practice Guide educates the reader on successful bid strategies, tracking, landing page optimisation and helps brands pick the best Search Marketing agency for their needs."
Initial opinions of the document are very positive indeed. One of the stand-out aspects is its versatility - i.e users can choose to take in large chunks of information all at once, or dip into it as a reference source as and when required. This is mainly down to the overall structure of the guide, which begins with an explanation of how best to plan a paid search campaign around your goals, and continues almost chronologically through the set-up and running of a campaign. Finally, it finishes by discussing the most advanced areas of paid search. Each topic area within the guide is clearly defined, thus making it easy to pin-point exactly the information that you need.
E-Consultancy's Paid Search Best Practices Guide represents one of the necessary steps that information providers are taking to keep ahead in an increasingly competitive online marketplace.
