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Pay-Per-Click Search Engine Marketing: An Hour a Day by Joseph Kerschbaum, David Szetela

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Chapter 3. Core PPC Skills and Objectives

Before plunging in to fire up your PPC advertising campaigns, it's worthwhile to strengthen your understanding of key advertising skills and to set some initial objectives for your campaigns. This chapter describes resources that will help you understand the fundamentals of direct-response advertisers, identify the set of target customers and segment them into smaller groups, clarify the stages that a site visitor goes through before becoming a customer, and give you a framework for setting campaign objectives and expectations.

Chapter Contents

  • Learn Scientific Advertising and Ad Copywriting

  • Know Thy Customer

  • What's Your PPC Strategy?

Learn Scientific Advertising and Ad Copywriting

Claude Hopkins' Scientific ...

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