A really fantastic article published on ClickZ today by Julie Batten, Vice President of Media Strategy at Klick Communications. The article is targeted primarily targeted to small businesses looking to start a new PPC campaign....
Many of you may have already developed a PPC (define) campaign from scratch, but for those of you who are new to search, it can sometimes be daunting to know where to start. With that in mind, today's column will focus on the seven key steps to building a PPC campaign.
Step "zero" - which you should have already done if you've decided to develop a PPC campaign - is to do your research. My last column talked about the various intelligence tools you can use to understand the search marketplace and competitive environment. All of this should feed into your overarching search strategy.
However, even more important than understanding the landscape is to have an in-depth knowledge of your company's or clients' products and services and their Web site content. And naturally, that's where the PPC campaign creation process starts!
To read the rest of the article, go to http://www.clickz.com/3636299
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