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Table of Contents
Introduction
The basics of PPC
The PPC concept in a nutshell
The disadvantages of PPC
The basic PPC process…
Budgeting your advertising campaign
Getting started
Keyword research is essential…
‘Buyer’ and ‘browser’ keywords
The importance of your landing pages
Why use landing pages with PPC advertising?
After the landing page, what happens next?
Testing your landing pages
Google specific landing page requirements
Planning and observation are essential
Have an initial plan…
Which ads are working?
Practical bid management for position and profits
Conclusion
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