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Hello,

Could anyone give me a suggestion as to what the appropriate way to approach a paid search campaign for a website that has 100's if not 1000's of pages and products?

 

Thanks,

sctvlk

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It depends on the site owner's goals and the type of site.

 

If they are an e-commerce site, the goal is ROI. If you don't want to jump in and go large all at once, you can start small. I have done this for clients before. Discuss with the business what categories they want to start with. Let's say it's a website that sells toys. Maybe there's a category they're having no SEO luck with. PPC is a great way to make up for that and fill in that gap. Or what's fantastic is a category they have a competitive advantage with--whether it be price, or breadth of inventory, etc. These categories tend to have the highest ROI.

 

So you take that category, do your keyword research, write your ad copy (do some tests), make sure you have some form of analytics in place to track the ROI and set it off. Then you can expand the account from there.

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