Know-How Exchange : Strategy

There is no simple answer. It depends on search traffic/volume in the industry. We have one category where we pay about $1.00 per click and another where we pay $10 per click. (There are some where a click can be $50-100).

Volume usually depends on how much you are willing to spend -- and thus what a click is worth to you.

For most clients we recommend spending to generate at least 100 clicks over the first 2-3 weeks so we can see if everything is working. The most important thing is to test different ad copy and different landing page copy. It's difficult, if not impossible, to predetermine what will work, even with solid relevant experience. The answer is A/B testing.

Of course, the start-up process is a lot easier if you've done it before. Google has made several important changes to Adwords in the last few months, and you need to understand them or you are almost certain to leave a lot of money on the table.

A final note: The real measure of success is rarely clicks or website traffic. It is CONVERSION -- having people do what you really want them to do -- spend money buying whatever you are selling. Maximizing traffic to your site is just one step in the process ... and not always the most important one. Often it's the landing page that is most critical.