Author: workhouse123

With an in-depth understanding of the basic concepts and terminologies of a search campaign, we would now study the key steps of search campaign execution by dividing them into three key stages:

To understand the building blocks of a search campaign, let us take a fictitious example of a watch reseller company XYZ which wants to launch an online watch portal by the name ‘Xqui-site’ to sell global watch brands to buyers across Indian metros. We will build the case by looking at the key aspects and…

With an understanding of how search campaigns are planned, we would cover the basics of setting up and executing a search campaign and also the key terminologies and concepts involved. As shared earlier, the top two search marketing programs in the world are run by Google and Microsoft, but since Google laid the foundation of…

Any discussion on SEM has to begin with a reference to the two key search engine programs which are most prominent and popular—Google AdWords and Microsoft AdCenter (representing Bing and Yahoo search engines). With Google being the market leader in SEM programs, a lot of the terminologies and concepts used in SEM industry have been…

The final stage of campaign management involves activities which occur post-campaign implementation and deal mostly reconciling with unmet objectives. In the following sections, let us look at how campaigns are run across key channels and the specificities involved at each stage of the campaign management cycle.

It involves taking necessary steps to ensure that there are minimum variances across key campaign metrics. This includes tracking data and optimizing campaigns to put each campaign element on track and achieve desired campaign objectives.

Key activities of campaign monitoring include:

It includes all activities involved in launching the campaign which is also known as campaign go-live: Campaign Monitoring to Reconciliation Once the campaign has been initiated in the chosen platform/tool, from the first hour itself (depending upon type and automation), it needs to be continuously monitored to make sure that all the campaign elements are in…

Once the channels and type of campaigns have been planned, and budget has been set aside for each of them, activities towards campaign launch need to be set up. Campaign set-up includes all activities beginning with target list creation and development of target parameters thereby ensuring that the inventory has been booked, creative developed and…