Maybe I’m ‘old school’ but when it comes to optimizing PPC conversions there’s simply no set-and-forget ‘technology’ out there that can do the whole job. It simply doesn’t work that way.

In my opinion there will never be a substitute for solid keyword research, targeted creative messaging, and optimized landing pages. It is this ‘Conversion Success Triad’ and a lot of blood sweat and tears along the way, that ultimately drives the results for your campaigns and clients.

Now before I go on I need to first explain that this is not a dig at PPC campaign automation, bid management, or Conversion Optimizer, for these can each be perfect solutions when employed correctly. What I get annoyed at is when I either see or hear of people who claim that their conversion optimizer is all a Search Marketer will ever need to hit their goals, or even more dangerous, when a Search Marketer truly believes that conversion optimization automation (try saying that 3 time fast!) is actually all they need… [Read more...]