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Before you set out on a PPC campaign, you must be clear about your objectives. What would be defination of success for you? For a PPC campaign, the most common defination of success would be the number of conversions on your site. Remember that a click and a conversion are different. A click is just a visit on your site whereas a conversion is when this click finds something that they want on your site and performs an action. A conversion can be defined as a sale, a request for a broucher, a phone call, a download, etc.
The parameters of success depends mostly with budget. How much is each conversion worth to you? Generally, conversions for different types of products are different. For instance, a mortgage company would be prepared to pay far more than a site selling DVDs for a conversion.
Clicks or traffic can also be measured as part of success but conversions are most often the end goal. During the campaign, keep in mind your defination of success and use the results for future campaings. Set a time period to achieve this objectives. If you have not reached your target then you should improve your campaign.
So how are you mapping out ypur PPC objectives? A couple of steps will help to start a basic but successful campaign for beginners.
To start, firstly focus your efforts on a major search engine. Googgle adwords and Overture are the two bigest in the market, and I recommend to start with one of these two. Launching and optimizing a PPC campaign takes a lot of time and to start with you should probably focus your efforts on the campaigns that will return the highest. But, you should not eliminate the smaller PPC engines.
Secondly, you ought to focus on your unique selling point. Decide what you are selling and why someone would choose your product or service instead of one of your competitors.
Before you start your work, you must set out your Pay Per Click campaign. Otherwise, you will find difficult to run your campaign and you may end up spending mre per click than your budget will allow.
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