Search Is Where Your Campaign Starts

Setting up an online campaign can be complicated, and it's hard to know where to begin. Lately, social marketing and blog marketing have been the buzz words, but if you're just getting started, just like in anything, really, you should start with the basics. And the basics of an online campaign involves a tightly targeted search campaign.

Why do you start with search? That's a no brainer. Because searchers are searching for you. It's your job to show up when they are. As the customer is actively seeking out a product or service, it stands to reason that would be the potential customer most likely to convert.

Likewise, you first target the keywords most likely to convert, and build out from there. But don't opt out of the best keywords just because of cost. Some words are more expensive for a reason, and that is because they convert better.

Enquiro CEO and search marketing expert