This chapter takes a closer look at planning and launching a simple ad campaign, and reviews some of the related options in AdWords.
Planning the Ad
The first step I take when planning an ad is to look at the content on the page and site. In most cases, you will have an entire site, with various kinds of content that you send people to using an ad. You might even create a new page, or a
microsite
, with a specific message as part of a campaign.
This is a simplified example, and I’m approaching it from the standpoint of thinking about what kinds of things to put in the ad itself. ...
