Evolution of PPC
In 2002 Paid search was comparatively cave man like – we only had text ads, you could bid on Google with hardly any competition, there were very simple account/campaign structures (mostly Brand vs. Generic) and the priority was traffic to the site, therefore the person with the most cash got the top position.
But times have changed now – we have a plethora of ad types (Expanded Text Ads, Responsive text Ads, Shopping Ads, Dynamic Ads and let’s not get started on the ad extensions). There is so much more competition in pretty much any advertising space you find yourself in. Structures are becoming more granular – as granular as a website is especially as we get more sophisticated with match type strategy. And gone are the days you report only on traffic – the director wants to know their return on investment (ROI) or cost per lead. And let’s not even get to all the different factors that Google now considers to find you worthy of that coveted 1st position (the known AND the un-disclosed). Thanks Google.
To ensure we're on top of being the best at every single one of these we need solutions of several kinds: bidding, campaign management, ad testing, reporting, competitive analysis & attribution. Companies have developed different tools and software that provides you with one or more of these solutions. But did you know there is one tool that opens up all these solutions to you?