Chapter 14. Before You Start Advertising...

Chapter 14. Before You Start Advertising ‚

Don't submit your ad listings yet.

As soon as you embark on your search engine journey, it's less efficient to radically alter the direction of your ship's course. It's possible, but you'll reach your destination sooner, with less effort and expense, by mapping out a tentative route and packing all the necessary supplies . A little planning saves a lot of time and money.

Return to Chapter 2,"Marketing Campaign Foundation," for a refresher. Specifically, review your call to action list as you read how to determine your return on investment (ROI) and set a cost-per-acquisition (CPA) goal for each action on your list. You'll then be happy to learn what new tracking tools leading search engines currently offer for free to their advertisers. Tracking your search engine ROI just got a whole lot better.