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Table of Contents
Introduction .......................................................................................................................3
The basics of PPC ............................................................................................................4
The PPC concept in a nutshell ................................................................................4
The advantages and disadvantages of PPC.......................................................5
The basic PPC process… ............................................................................................7
Budgeting your advertising campaign...................................................................10
Getting started ...............................................................................................................12
Keyword research is essential… ...........................................................................13
‘Buyer’ and ‘browser’ keywords ...........................................................................25
The importance of your landing pages .................................................................27
Why use landing pages with PPC advertising? ..............................................27
After the landing page, what happens next? .................................................28
Testing your landing pages ...................................................................................29
Google specific landing page requirements ....................................................31
Planning and observation are essential ................................................................33
Have an initial plan… ................................................................................................33
Which ads are working? ..........................................................................................33
A sneaky method of reducing the learning curve ....... Error! Bookmark not defined.
Practical bid management for position and profits ..........................................37
Conclusion ........................................................................................................................39

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Keywords: the beginners guide to ppc format
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