A lot of clients love to just skip a few steps in launching a search engine campaign and move right onto launch day. However, it’s important that you do a couple items before launching your campaign:
- Goals: You need to set at least one goal before you start your campaign. How do you know if your campaign was/is a success if you don’t know how the client and you will measure it.
- Research: Doing your research on the market, keywords and competitors creative before launching a campaign is a must. You can’t beat the competition if you don’t know what they are doing.
- Track: Have tracking tool in place before you launch your campaign. This will help you know where traffic is coming from if you plan to use media outside of just Google AdWords.
- Tweak Campaign: Before launch day be prepared to tweak your campaign as you go. The odds of everything being perfect are slim and you need to make changes that will help improve your campaign as well as the goals you want to achieve.
As you can see there are more then a few items you need to consider before lauching a search engine campaign. The battlefiled is getting more competitive and you need to stay on top of your game if you want to win in the end.
Yeah, I think that too many businesses feel too much pressure to do something just because they can that they fail to consider what’s entailed in properly doing it. Twitter is a case in point, but a similar blunder with PPC is probably much more costly.
There was a decent post on SEJ today about when PPC is and is not for you: http://www.searchenginejournal.com/pay-per-click-marketing/8824/
A lot of businesses do. Just seeing to many clients do it made me want to write this post. I was just reading that Search Engine Journal article this morning. It’s a good one… I’m going to send it to a few clients tonight.