High-Resolution PPC is a new way to understand and manage paid search accounts. It was developed as an alternative to the obsolete or over-simplified information and methods that dominate paid search marketing today.
High-Resolution PPC is about clarity. It’s about removing the confusion surrounding how things work, which measurements matter, and what you should do to drive better paid search results.
Since the dawn of time, paid search has been conceived of and managed based on four key components and common perceptions of their roles:
- Keywords. Keywords define when your ads run. Choose keywords and phrases that people looking for your product or service would use.
- Bids. Bids define how much you’re willing to pay when your ad appears for any particular keyword. Higher bids can help position your ads higher on the page and appear more frequently.
- Text-Ads. Text-ads give you a headline and two lines of copy to attract and persuade searches to click and view your website.
- Click/Conversion Reports. Basic reporting tells you how each keyword is doing, both individually and within campaigns, and ad-groups, in terms of clicks, conversion rates, and ROAS.
These four items remain important aspects of paid search today, but they’re not the most important variables, nor the best way to think about PPC.
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