I want to launch Pay Per Click advertising,Please advise

I am selling automotive erp application, and I want to advertise on the internet in Pay Per Click  Ads, I dont have information about it.
How I do it?
What is required from me?
Good examples , Old experience
Please share it with me
Who is Participating?
Scott Fell, EE MVEDeveloper & EE ModeratorCommented:
This is really more complex than it seems and it is easy to burn through a lot of money and any advise we give you is going to be very general.  

The best place to start is with google http://www.google.com/adwords

You will sign up for an account, create a campaign, research the keywords/phrases to us, decide on a target geography, budget and go.  

Going through those motions is pretty easy.

Understanding how to research keywords, your competitors, evaluate your site content, plan a budget, create multiple ads and track which ads are do better for which keywords, which landing pages are converting more...  

Every business is different.  Even if you copied exactly what your competitor did, you would not get the same results.  

I can tell you one of the ways to be successful is to have great content just like you are going after organic.  Google grades your ad based on the keywords you choose and how well it is matched up with your landing page.  

As example, if you are plex.com and you run ads for your auto devision, you want the landing page to be http://www.plex.com/industries/automotive/ and not http://www.plex.com.  

It is important that you have a well written landing page and even better if it is doing well in SERP's.  The better the page, the better chance of your ad showing up on the top for the best value.  If you have crappy content and all of your competitors have great content, they will not have to bid as much to be on the top.  Google wants the ads to work as they don't get paid unless the ads work.

When researching key words/phrases, ask others how they would search for your product.  Would they actually search for "automatic erp"?  Or are they trying to find ways to be more profitable?  

Yes, I am saying, "search".  After all, the ads are going to appear where people are searching and this will help fill the gaps of your organic.  

Google does provide some free tools to do your research and it would help to at least read up on what else is out there.

It is important to test different ads in your campaign.  Google can automatically serve more of the better performing ads and you will see that in your report.   Part of your job is to figure out why an ad is performing or not.  Was it just bad, or did you not bid high enough?

Actually, before you do anything, plan out what you are willing to spend to make a sale.

How many leads does it take to make a sale?
How many visitors on the site does it take to generate a lead?
How much money do you need to spend to convert an ad to a visitor on the site?

All of this is important to track and plan.  If you can be profitable with a cost of sale at $300 for instance, work that down to cost per lead and cost per click.  You will have to guess at first, but you should know that number as it is is very easy to spend too much money.

Also take a look at how http://www.hubspot.com/ does inbound marketing.  You should be practicing inbound marketing techniques anyway and the ads should be a part of that.

When you do start with google, they will hold your hand for 30 days for free.  You have to take their advice with a grain of salt and remember the folks you are talking to want you to do well, but they don't always really know what to do. I have had some clients been given both bad and good advice for their particular site.

Lastly, if you are going to try this on your own, know it is not easy, many people try and give up.  You will have to pay one way or another for a learning experience.
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