{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.


Now including new sections on topics such as mobile paid search, Shopping campaigns and ad extensions, Econsultancy's refreshed and updated Paid Search Marketing (PPC) Best Practice Guide covers everything you need to know about paid search advertising.

The guide will help beginners and experts to plan, create, launch and optimise paid search campaigns and maximise their return on investment. This guide has been thoroughly updated to include best practice around mobile paid search, Shopping campaigns, audience targeting through search and ad extensions.

Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.

This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.

Topics covered

Sections covered include:

The guide is also available as individual reports covering each of the above separate areas of paid search, enabling you to quickly access the information you need to start improving your marketing efforts.

Contributing authors

This guide has been put together and updated by Rob Jones, an experienced digital consultant and owner of Romor Digital, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.

They include:

  • Oscar Romero, Head of Biddable Media, Starcom Mediavest Group
  • Paul Kasamias, Head of Biddable Media UK, Starcom Mediavest Group
  • Matt Whelan, Digital Strategy Director, The Specialist Works
  • Sam Vandermark, Account Director of Biddable Media, The Specialist Works
  • Peter Whitmarsh, Head of Paid Media, Search Laboratory
  • Sophie Kleiner, Head of Search, Net Media Planet
  • David McDiarmid, Head of Paid Search, DigitasLBi
  • Mike Fantis, Head of Paid Search, Make It Rain
  • Jonathan Beeston, Managing Director, UK, Croud
  • Tom Lewis, Head of Professional Services, DC Storm 
  • Neil Hancock, Head of Optimisation and Planning, Silverbean

Table of contents

1. Introduction

  • Features of this guide
  • About Econsultancy
  • About the contributors

2. Paid Search Basics

3. Planning and Strategy for Paid Search

4. Setting up Paid Search

5. Paid Search Optimisation

6. Mobile Paid Search

7. Google Shopping: Shopping Campaigns and Product Listing Ads

8. International and Multilingual Paid Search

9. Marketing Campaign Integration Strategy

10. Appendix

11. Acknowledgements


  • Pdf SAMPLE: Paid Search Marketing (PPC) Best Practice Guide (1.17 MB PDF)
  • Pdf Disabled Paid Search Marketing (PPC) Best Practice Guide (11.6 MB PDF)

Reports included in this bundle


Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today