O'Reilly logo

Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required