Some of the great advice includes measuring bounce rates and determining whether you are matching the best keyword buy with the most relevant landing page. He also recommends adding tracking parameters to your PPC URL strings, allowing you much more granular tracking.
I’d definitely add that companies working with agencies should share as much analytical data as possible. Too many clients guard their web data as if it’s the secret recipe to KFC. For us search marketers, it’s like navigating a plane through a thunderstorm without instruments.
Avinash also suggests that companies could be cannibalizing their organic traffic by bidding on keywords they rank well for organically. He suggests that you try turning off your PPC bids for a week and measure the impact. I’d certainly caution against this, especially if you are a relatively unknown brand. While “big brands” can often maintain their traffic levels from organic alone, most smaller brands need the positive reinforcement, projected to potential visitors, that comes from having both an organic and paid listing. If you decide to take Avinash’s test, be sure you are acurately measuring all metrics, not just “did we lose a lot of click-thrus”.
Overall, some excellent advice from Avinash (once again)!