Launching a PPC campaign

usually best to wait a bit after launch?

[Kuyler]

Hi there,

We are poised to start a new site and are inevitably going to utilize a PPC campaign to help drive traffic in the early stages.

I'm just wondering when in general you guys tend to launch your PPC initiatives. Are there arguments to launching one right away or is this almost always premature (for instance, you won't have a clear idea of your likely CTR, ROI etc)?

Also, say we were to wait a while, perhaps until a few days after we get indexed in Google. Am I correct in presuming that any CTR we observe in this period will tend to be, if anything, a worst-case scenario when estimating how well our PPC campaign will do? Since I presume PPC traffic should be considerably more targeted and/or willing to buy than even Google search traffic?

[Sifi]

I would start your PPC campaign ASAP. The sooner you can start to get quality visitors to your site the better.

Decide what targets you want to achieve from a PPC campaign. Remember if your site is a merchant site then ROI or CPA is the most important metric, CTR doesn't really mean anything.

I would be confident that as long as you have good targeted KW's and relevent Creative ads, and yo uhave a decent site, then you should be able to make a positive return from a PPC campaign.