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.
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Know Thy Customer
What's Your PPC Strategy?
Claude Hopkins' Scientific ...