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Mistake in a Pay-Per-Click Campaign Leaves a Business Puzzled

Mistake in a Pay-Per-Click Campaign Leaves a Business Puzzled

Small businesses can really benefit with a well managed pay-per-click advertising campaign on Google, Bing and Yahoo.  Here is a great article about a small business owner who utilized PPC to increase his online results dramatically.

We rely on Google AdWords as our primary source of customers. I have been participating in the program since 2004, and I feel I have a good grasp of the basic principles of how to choose keywords and write ads. After a month of running ads for the new modular tables, things were looking good. Not only were we seeing decent traffic for the ads, we were also starting to get a significant number of inquiries. Success! I had developed a new product, supported it with advertising, and the calls were coming in.

I keep track of a bunch of metrics to see how our sales process is working. Beyond the most important number (monthly sales volume), I look at Web traffic; the number of inquiries coming in each day, week and month; the number of proposals written; and how much each salesman contributes to these totals.

My records are kept on various spreadsheets, which are on Google Docs and are shared with my two salesmen. The Web stats are done through the AdWords campaign management screens, which I access by logging into my AdWords account. I keep track of enough information to form a statistical picture of what is happening. And I do this for many other aspects of our operation besides sales. It all adds up to something like Niagara Falls landing on my head. The challenge, of course, is to pick meaning out of all […]

 

Click here to view original page at www.nytimes.com

 

 

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