Since the beginning of the year, Microsoft has been running a series of helpful posts called the SEM Intermediate Series — “a collection of posts intended for search engine marketing professionals looking for guidance in monitoring and adjusting the key performance indicators (KPIs) that determine the success of a PPC campaign.” The SEM Intermediate Series is a follow up to the SEM Beginner Series.
The ninth post was recently put up, focusing on “Understanding and Optimizing Match Types.” Prior posts include “Calculating and Improving Return-On-Investment (ROI) in Microsoft adCenter,” Testing Ad Copy To Determine the Highest Performers,” “How Campaign Budget Settings Impact Ad Volume and Display,” and other related items.
If you’ve moved beyond the basics with Microsoft’s adCenter, and want to dig in to meatier subjects, the series is a good place to start.