Chapter 4Marketing Campaign Foundation
You can’t build a great pay-per-click marketing campaign without a strong overall marketing plan and campaign foundation. If you have a business plan, you’ve probably already outlined your marketing foundation: mission statement, target market, unique selling points, and call to action. If you haven’t, take just 15 minutes, or several weeks for a more comprehensive marketing plan, to discuss the following sections with your team.
To provide you with a consistent reference point, I’ll be using a live campaign to illustrate both the strategic and tactical elements of a search marketing campaign. The venture I’ll be using is www.We-Care.com, a venture my business partner and I co-founded as a way to give back ...
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