Setting Up A Pay Per Click Campaign Part One Of Two

Assuming that you understand the basis of the Pay per Click method and the potential

dangers for the unwary then how do you go about setting up your internet campaign?

First and foremost you have to consider your product/service in relation to the level of your budget.

Also of course you must take into account the level of risk you are prepared to take.

After all you are in business to make a profit not a loss.

Having decided on your pay per click advertising budget the next stage is to select the right search engine bearing in mind both your product/service and most importantly your target market.

Whilst most PPC search engines cover a wide range of different markets you should be aware that the larger ones tend to already have the more excellent market coverage.

Perhaps more importantly they can offer a lot of help to their new subscribers.

A thorough analysis of the major search engines at this stage will pay dividends further down the line.

It will also give you a good grounding in how your competitors go about things and who appear to be the most successful.

So don't try to re-invent the wheel!

The disadvantage with regard to the major search engines of course is the fact they tend to be the most expensive in terms of the money required to get a good visible ranking

At this stage then you have decided how much money you have available and which of the search engines you will try first and filled in their agreement form. ( After having checked the small print of course!!)

Now comes the tricky bit.

You have to choose your keywords/phrases.

Ouch!

Fortunately there are plenty of free and independent tools to help you research keywords so search the internet.

Also the search engines themselves can offer you a lot of advice.

Try to make the words as specific as possible to avoid unnecessary clicks . For example if you are SELLING something then make this clear as you don't want all the people looking for "FREEBIES" clicking on.

When you sign up you are taken through fairly simple stages such as entering your display URL etc, headline you want, description etc.

Once you have set up your basic campaign by going through all of the above stages (don't worry most of the search engines "hold your hand" whilst doing this necessary chore!) the decision then is how much to bid for your ranking.

Ouch, yes you have to bid.

However it is fairly straight forward with, again, the search engines helping you make your decision.

TO BE CONTINUED

by: John Beaumont

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