Incredible numbers of businesses, many of them your competitors, continue to pour time and money into paid search. The reason? There is a lot of valuable traffic and new customers to be gained there. But it’s not an easy (or cheap) process—getting a return that justifies the expense takes careful planning and precise execution. Many business owners have a lingering feeling that they should at least be experimenting with paid search but are understandably reluctant begin.
Probably the single most compelling characteristic of paid search is the tremendous amount of data you’re able to collect in order to make decisions and improve the performance of your campaigns. But when you’re just getting started you don’t have any of that data, so starting off on the right foot is challenging. What’s more, it’s in the interest of the search engines to get you to spend as much money as possible right out of the gate so their default settings—and the advice of their representatives—are often at odds with your own goals.
We put together this list of 12 tips that will give you the best chance of starting off on the right foot before you have any data at your fingertips to make increasingly more informed decisions. This guide is intended to be closer to a FAQ than a complete list of all the considerations inherent in launching PPC. That said, we think that if you follow these tips you’ll be off to a great start.