There are several phases when it comes to the Search Engine Marketing process. A couple of the first steps that you will need to focus on are planning and research, content creation, and campaign creation.
Planning and Research
When you start the process of planning and research you want to learn as much as you can about the products and services that you are going to advertise. This phase includes product and services information, figuring out your advertising budget and existing campaign information. The biggest part of this phase will be on keyword research and content creation. You should take your time and brainstorm your keywords and content ideas, as this will be the most important part of your research. Once you have completed this step you will be creating your landing page.
Before you start your pay per click campaign you must have quality content on your site. More than likely your homepage will be too generic to use as the landing page. You will want to plan a landing page that is appropriate with content that will want to make your visitors take action.
Pay Per Click Campaign
The pay per click campaign creation phase includes two things. You will be monitoring your campaign and making any changes that need to be made in order to improve click through rate and conversion. You want to always be looking for ways to improve on your campaigns. When you see the need to make changes it could be something as simple as changing the title, or something as drastic as stopping the campaign and starting over again.
You should always be refining your campaign whether it be minor or major corrections. The people that are most successful with pay per click campaigns are those that are always testing and making changes to see which works best.
The only way to really learn the search engine marketing process is to jump in and start working. As time goes on and you tweak your campaign for success, you will begin to understand what works and what does not work.