August 2010
Intermediate to advanced
432 pages
10h 57m
English
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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 ...