Setting Your Marketing Goals
The first thing you should do in any advertising campaign, before you spend a single penny, is to set the goals your advertising campaign needs to accomplish. It does not matter if your advertising outlet is Google AdWords, yellow pages ads, newspaper ads, radio, TV, or any other medium. If you do not have goals set for the campaign, you cannot define success and optimize the campaigns to increase performance.
Many companies will have multiple goals. You may also need to refine your goals over time. Let us examine the steps a plumber may take in setting and refining goals.
Before the advertising campaign starts, the plumber examines his phone records and realizes that he receives 50 calls per month. Of those calls, ...
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