Humans v Tools
3rd party optimisation tools can be an efficient way to optimise bulk keywords in a PPC account, but don’t forget the human touch. By using a combination of the two an effective optimisation strategy can be reached.
Technology can only take your account so far. Without the learnings and understanding of the outside world a straight forward CPC strategy may be missing a piece of the puzzle.
Optimise for results
What does optimisation mean? Making things more effective or efficient. This can only be achieved by making decisions based on results. The more data available the better the analysis of the results to help optimisation.
It is also highly dependent on the goals and expectations of the PPC campaigns. Only by understanding all aspects of the data can an account be truly optimised for success. Is a high CTR always a good thing? No. In isolation you will not know if this positive or negative. Look at the whole picture and make decisions on whole data.