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1. Assess your website Make sure that your website is effective in allowing prospective customers to learn about your products and services. Assess whether your website has the necessary elements that help it achieve your business goals, be it selling your products or services online or driving traffic to your store. Pick a product type and three products within that type that you would like to promote online. These products will be used as examples to build your marketing plan.
2. Evaluate your marketing approach Take a broader look at what marketing methods you are using to promote your business, how much you are spending in each of them and what revenue each channel is brining in sales. See how search marketing fits into the bigger picture.
3. Identify your marketing goals Think about the basics of your business, your customers and other businesses that are similar to yours. Determine what you want to achieve by promoting your business online. Set specific results for your chosen products in terms of practical results you would like to achieve during a certain time period. Decide how much you want to spend to meet these goals.
4. Try search marketing with Google Learn the specifics of search marketing and learn about AdWords, Google’s search marketing product. The rest of the steps go through key search marketing concepts using Google AdWords as a practical example.
5. Choose your keywords Learn how to choose keywords for your products, which will be used to write your ads and build your search marketing campaign.
6. Write your ads Write search marketing advertisements for your products, using the guidance provided along the way.
7. Structure your account Learn how to structure your search marketing account in a logical way and see how your account would look like.
8. Manage your bids Learn how to calculate how much clicks are worth to you, and how to bid on keywords so you can always maintain a positive return on your investment.
9. Measure your performance Learn how to measure how effective your ads are in generating more business. Understand what kind of performance data you can use, how to find out whether visitors turn into customers, how to track your return on investment (ROI) and what to do with your ROI data.
10. Get your marketing plan Review a few parting tips and get your completed marketing plan, which you can use as a guide to your overall search marketing strategy.