Testing Your SEM Ad Campaign
As I explained in Chapter 6, I recommend setting a time period of one week for an SEM test campaign. This gives you an adequate time period to monitor the response to each SEM ad, and to measure and understand the collected data. Also, I recommend setting a high daily budget (e.g., $1,000 per day) for the first week of your campaign, to truly test the effectiveness of your ads. This is expensive, but it will give you an idea of the maximum number of leads you can obtain each day with your ad.
The good news is, after your ads have been up for a week, search engines give you a ton of information about how the ads are performing. The data collection tools used by search engines to measure the results for SEM ads are ...
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