• Budget Estimation: Finding the CPC (maximum) rate and number of search queries for every keyword in the campaign. This will help SEO Expert to determine the monthly budget for the search engine marketing campaign. The budget can either be setup by the client (Fixed budget) or can be proposed by SEO Expert depending upon the number of keywords and positions desired by the client.

• Account setup: Once the budget is specified or allocated, then all the keywords have to be setup in the overture/Google PPC account. This is a time consuming part of the project because each keyword needs to be setup with a customized and relevant Title and description. It is always recommended to specify different and more relevant “TITLE” and “DESCRIPTION” for each keyword because customized title and description always lead to more “Click Through Ratio (CTR)" than generic title and description for all the keywords in the campaign. Careful submission of the keywords on overture increases the chances of the listings getting approved instantly. In the event of denial of the listings, they have to be re-submitted after editing.

• Conversion Tracking For ROI calculations: Once the PPC accounts are setup with the major search engines, it is very important to evaluate the success of the campaign. The success is measured in terms of "Return On Investment (ROI)". The conversion code from the search engines is included in the pages that specify activity by the user that is the goal of the online marketing campaign. For instance, in an e-commerce site, the conversion code would be included in the “order confirmation” page which would determine that certain amount of clicks were converted into sale.