Because it helps you tune into your most productive keywords, a relatively
small investment of funds can increase the effectiveness of your organic SEO campaign
Here are your daily tasks for this week:
Prep Your PPC Keywords
Write Your Ad Text
Enter Your Data into the PPC System
Turn On Your PPC Campaign
Monday: Study Hall
Getting familiar with a new interface, not to mention specialized terminology and
guidelines, is an important part of a smoothly run campaign. Today, you’ll do your
homework and learn about the PPC engine you want to use so that you can be a more
effective advertiser in the long term.
If All Else Fails, Flip a Coin
Having a hard time choosing which PPC service is right for you? As we mentioned in Chapter 4,
“How the Search Engines Work Right Now,”there are bigger players and there are smaller ones in
the PPC arena. The current big guns in the U.S. market are Yahoo! Search Marketing and Google
AdWords.We won’t tell you whether to use Google AdWords or YSM.We
say that unless you
have a compelling reason to do otherwise, you should stick with one of the top two services for
your starter PPC campaign.
If you are the kind of person who needs to scrutinize the techie details before making a choice,put
on your eyestrain glasses and check out the user documentation provided by the PPC services
has links to these and other resources that will help you com-
pare PPC services. Use these resources to learn about YSM and Google AdWords—and any other
PPC provider that interests you—and decide which is the best match to your needs.The key ele-
ments that you’ll want to research are outlined in this section.
Spend the rest of your time today familiarizing yourself with the inner workings
of your PPC service of choice. The following are the most important elements for you
to understand as you attack your PPC learning curve.
Finalize your choice of a PPC engine and sign up for an account.
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