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For most companies, a well-crafted and managed pay per click campaign can build real significant results into their online marketing plans. This is an area of online business that requires some critical thought. You don’t want to just jump in with both feet and a big budget and nonchalantly start tossing money away. There is a strategy to consider.

When you first start your pay-per-click campaign, do so lightly. Run a test. Initially, you want to test your keywords and landing pages. No sense in throwing thousands of dollars into a marketing campaign for a website that isn’t ready to close sales. So run a moderate test to see what kind of results you can get before you go all out with your marketing campaign.

When you run your initial test, you are looking for three things:

  1. Is your landing page optimized well enough to receive traffic and close sales?
  2. Are your keywords the right keywords for reaching your target market?
  3. Is your ad content written well enough to attract click throughs?

If you can answer yes to those three questions then you are ready to start your pay per click campaign. If your answer to any of these questions after you run your test is “no” then you need to tweak and retest.

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