Before launch­ing anything—whether it is a com­plex mar­ket­ing pro­gram or a highly effec­tive rocket ship—professionals should always take the cor­rect steps to ensure that the launch goes smoothly. This process should involve under­stand­ing the most you can about your prod­uct, prelaunch. Talk to your client about the dif­fer­ence between how the com­pany views itself and how cus­tomers view the com­pany. Here are four top-level actions that every search mar­keter should take when launch­ing a new product.

1. Look into Client History

Find out as much as you can about your new client before you launch their search pro­gram so you can launch a smooth cam­paign. If the client was work­ing with another search agency before you, see what that other com­pany has done. Try to get as much infor­ma­tion and con­tent as you can from the old search team. You may hit a brick wall, as mar­ket­ing com­pa­nies are gen­er­ally pro­tec­tive of their search secrets, but always try to cul­ti­vate as much search his­tory as you can. Some clients will pur­chase their con­tent from their old com­pany, so talk to the client about trans­fer­ring this con­tent to you.

If your client is com­pletely new to search, then you will need to talk exten­sively with the client about their gen­eral mar­ket­ing plan. By under­stand­ing mar­ket­ing infor­ma­tion such as the client’s tar­get demo­graph­ics, you will be able to develop a viable search mar­ket­ing cam­paign. Also, use prelaunch oppor­tu­ni­ties to look at com­peti­tor cam­paigns and see how com­peti­tors bill them­selves to customers.

2. Dis­cuss the KPI

Although it is pos­si­ble that nei­ther you nor the client will alter the client’s key per­for­mance indi­ca­tors (KPIs), you should always dis­cuss them with the client before launch­ing a cam­paign. Dis­cussing KPIs will give you insight into what is impor­tant to the client, and it may help the cus­tomer reeval­u­ate and update its mar­ket­ing goals. Search mar­keters will also be able to see how the client mea­sures per­for­mance, thus grant­ing the search team an edge in achiev­ing the client’s goals.

3. Update the Land­ing Pages

Launch­ing a new mar­ket­ing cam­paign should be all about ques­tions. You need to ask your client a lot of ques­tions before you can legit­i­mately under­stand how to launch the pro­gram. Find out how many land­ing pages the client has, what types of pages these are, and how actively these pages are updated. You also want to see which key­words link to each land­ing page and if this makes sense from the customer’s side of things. Beyond land­ing pages, use an ana­lyt­ics tool to deter­mine what paths cus­tomers take to action and what key­words lead them there.

4. Develop a Test­ing Plan

Search mar­keters should con­stantly be test­ing, adjust­ing, and work­ing to get bet­ter. When you get a new client or prod­uct, you need to develop a prelaunch test plan to see what works, what doesn’t, and what could be improved. Using the com­pany his­tory and what­ever other infor­ma­tion you have, you should develop a test­ing plan that will allow you to con­sis­tently adjust and improve.

Beyond Top Level

Of course, beyond these top-level actions you will need to run through the nitty-gritty of launch­ing a cam­paign. Check that you have the right ad copy, make sure you have sub­stan­tial key­word lists and that they are grouped effec­tively. With a solid prelaunch foun­da­tion, your cam­paign will run smoothly and you will have oppor­tu­ni­ties to expand the reach of your client and its products.


I called John at 256-398-3835 and got a free audit of my Adwords campaign. It was super helpful, I recommend you call him too while he's still helping for free.