TABLE OF CONTENTS The final stage in working toward a particular objective is to understand the way to manage the campaign and to optimize its performance if it isn't achieving what was expected. In Chapter 9 the whole search strategy development will be listed in a logical flow, however, it is important in understanding how to make the most of search engines and generating awareness.
Managing a campaign for awareness requires simple characteristics but must be done with financial due care and attention. Managing a campaign of this kind relates to the paid search engines, such as Overture or Google AdWords . There are two distinct variables that must be taken into consideration:
Presence this is defined within the control parameters listed above and ensures that a company's website has the maximum presence within the search listing for important keywords.
Pricing managing the aforementioned presence in relation to a budget requires fiscal responsibility and as such a firm understanding of the objectives and budgetary allocation is necessary before, during and after any campaign has been run.
With both of these variables of equal importance the answer to managing an awareness strategy is twofold, the first being with human input and the second (and preferred option) via the use of a technology.
The key to managing a campaign that maintains the strongest presence while keeping in mind price is the use of a bid management technology. Depending upon the type of system...
