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Starting SEM with CPA for the first time!

I have finally come to the decision that I am going to invest a small portion of my monthly earnings into various search marketing campaigns which i will be starting up in the next few weeks. Since i have not had much experience with SEM I am not going to stress over not breaking even due to the fact that I will only be investing around $1,500 or so per month. I think i will start with various ring tone offers and hopefully expand into mortgage offers. Please post any advice you have for someone who is just starting out with SEM!
P.s. What is considered a good conversion ratio for ring tone offers (when doing search of course!)

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