Chapter 7

Using Keywords for PPC

The connection between keywords and pay-per-click (PPC) advertising goes back a long way. In fact, when they hear about keyword research, many people naturally think of PPC. Since PPC is mostly text-based, keyword research provides valuable insight into your prospective customers and the behavior that led or will lead them to you.

Chapter Contents

  • Keywords and Their Role in PPC
  • Keyword Categories and Ad Groups
  • Keywords and Quality Score
  • Using Negative Keywords
  • Keywords and Search Funnels

Keywords and Their Role in PPC

Many people learned the hard way not to be too hasty in setting up a PPC campaign. Throwing a few seed keywords in a keyword tool and then adding any and all keywords that shows up into an ad ...

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