The FTC is required to report back to Congress within two years on effectiveness of law and need, if any, for modifications.

Wireless spam is not covered by law.

The new law allows for a $250 fine per non compliant email, and possible jail time, for intentionally sending UCE with falsified header information.

All persons in charge of running web servers that relay email must close all open relays within 90 days of enacted of law (Jan. 1st).

Sending commercial email through an open relay is prohibited by Can Spam Act.

You must include an unsubscribe mechanism in every commercial email.

Under law, businesses knowingly promoted in UCE with false or misleading header information are also subject to FTC penalties and enforcement remedies, regardless of whether FTC is able to identify spammer who initiated email.

All commercial email (except those sent to opt in lists) must contain ADV in subject line, to indicate email is an advertisement.

All commercial email (except those sent to opt in lists) must be identified as an advertisement or solicitation.

For answers to these questions, take quiz online at: http://www.EmailMarketingSurvey.com/CAN-SPAM-Quiz.html

© Copyright 2004, Jim Symonds, EmailMarketingSurvey.com. All Rights Reserved.

How many Adgroups? As many as it takes to cover product from all points of view. You could start off with five, or fifteen, or thirty. Think of each Adgroup as a different way of thinking, a different theme that will attract a different audience. For example, you might be promoting a flower delivery company. Obviously your target audience is going to be people who want flowers. But audience that is looking for flowers to give to loved ones during a birthday is going to be different than audience that is looking for appropriate flowers for a funeral, and both groups are likely to be different than someone who is looking for flowers to accompany a get-well card. Flowers for weddings, flowers for making up, flowers for breaking up, flowers for your secretary, flowers for your wife, flowers for your mistress… you get idea. Play to all these groups separately, using different ads and different keywords, and separate them by Adgroup campaign. If there are keywords that have a high cost-per-click, organize a high cost-per-click Adgroup and see if you can make a go of it. Similarly (and this is where real money is) create Adgroups for keywords that have a low cost-per-click. If you can get exposure for your ads cheaply, so much better.

Always have at least two ads running in each Adgroup. That way you can test them against each other. After a couple of days and a fair number of clicks, let results speak for themselves. The ad that is more profitable is one you’ll keep, ad that is less profitable you’ll want to change in some manner, or even throw out entirely. In this way your ad campaigns are always improving, always getting better.

Some Adgroups won’t be successful; that’s alright. The information you’ll gain from their failure will be just as valuable to you as information you’ll gain from successes of other Adgroups. Always remember, you’re learning what works and what doesn’t, and even if you have to ‘fail your way to success’, you’ll still hit success.