Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition

Chapter 10Going Live

The moment of truth in a campaign is after the ad groups, keywords, and ad creative are all in place and the time comes to go live. After you’ve entered your payment information into Google, Yahoo, Microsoft, or another search engine provider, often the Next button pushes those ads live (unless they require editorial review). For most marketers, the scariest thing about going live is not knowing whether the searchers you are paying for are going to become paying customers. There are no guarantees. However, I can tell you that after 15 years experience as an online marketer, the visitors to a website from search have outperformed those from any other source, which is why I’ve become a huge fan of search engine marketing and ...