Best Practice

Paid Search Marketing (PPC) - Best Practice Guide: Planning and Strategy for Paid Search

By Econsultancy,

This section of Econsultancy's newly-updated Paid Search Marketing (PPC) Best Practice Guide covers planning and strategy for paid search.

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 in this section

Topics covered include:

  • Defining goals, objectives and KPIs
  • Budgeting for paid search
  • Resourcing and agency strategy
  • Paid search ad network strategy

As well as this section, the guide is available in its entirety as a 300+ page report, or in six other individual sections. See the main report page for details.

Contributing authors

This guide has been put together and updated by James Gurd, an experienced digital marketing consultant and owner of Digital Juggler, 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.

This section includes contributions from:

  • Peter Whitmarsh, Head of PPC, Search Laboratory
  • Sandra D’Onofrio, Head of PPC, LBi

Table of contents

  1. Introduction
    1. Features of this guide
    2. About Econsultancy
    3. About the contributors
  2. Planning and Strategy for Paid Search
    1. Defining goals, objectives and KPIs
      1. Goals versus objectives – understanding the difference
      2. Setting SMART Objectives
      3. The value of KPIs for paid search
    2. Budgeting for paid search
      1. Budgeting strategy
      2. Listing position strategy
      3. Positioning strategies
      4. Bidding strategy
      5. Dayparting strategy
    3. Resourcing and agency strategy
      1. Introduction
      2. Do you hire a plumber and a carpenter?
      3. Alternative resources
      4. Software tool selection
      5. Agency fee models
      6. Briefing agencies or internal teams about your paid search requirements
      7. Switching account management between agencies
    4. Paid search ad network strategy
      1. Introduction
      2. Reach of search ad networks
      3. Benefits of using a range of search engine ad networks
      4. Different levels of search networks
      5. International search engine networks
      6. Content network strategy
      7. Social networks with Pay Per Click options
  3. Acknowledgements
    1. Lead author
    2. Expert contributors

free sample of the report is available to those who want to know more.


  • Pdf SAMPLE: Paid Search Marketing (PPC) - Best Practice Guide (1.01 MB PDF)
  • Pdf Disabled Paid Search Marketing (PPC) - Best Practice Guide: Planning and Strategy for Paid Search (1.47 MB PDF)

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