1) Study the competition, no matter how unique you believe your site to be. For auctions site, look at both general & specialty sites; e.g. eBay & StubHub. See what programs they're using, and how many are competing in the same arenas.
2) Re. PPC programs, until you have enough experience:
...a) Use "Exact Match" only; do not use "Broad Match" or "Phrase Match"; and,
...b) Avoid "Content/Context Match."
3) For context ads, consider Pay Per Impression ads, on selected sites. Google, for example, offers such for as little as $0.25 per thousand impressions (CPM.) Yahoo/Overture will be offering such by the 3rd quarter of this year.
4) Never trust any services' traffic projections; your accumulated history alone has any predictive value.
4) Never begin your bidding on any term at the top; start at the bottom and work your way up.
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