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Pay-Per-Click Search Engine Marketing: An Hour a Day by Joseph Kerschbaum, David Szetela

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Chapter 8. Month 5—Launch Your Campaign

This month you'll learn more about the important topic of bidding on variations of your brand, company, and product names. Then we'll walk you through a checklist of prelaunch campaign settings and make sure you're ready to flip the switch and start running your ads.

After rolling up your sleeves and launching your first campaign, you'll begin the ongoing (some might say never-ending) process of reporting on campaign results and interpreting the data. To that end, we'll introduce you to the concept of optimization—interpreting test results and steadily improving campaign results.

Chapter Contents

  • Week 17: Bid Your Brands

  • Week 18: Make Prelaunch Double-Checks

  • Week 19: Flip the Switch

  • Week 20: Perform Early Course-Correction ...

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