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

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Chapter 4. Month 1—Research Keywords and Establish Campaign Structure

This chapter describes how to structure your keywords into campaigns and ad groups. The account creation method presented in this chapter will help you maximize your click-through rate (CTR) and minimize how much you are charged per click, while hopefully maximizing your volume of profitable impressions, clicks, and actions.

A well-structured campaign is essential for a successful pay-per-click (PPC) initiative. How you structure the contents of your PPC campaign is just as important as the keywords you're targeting and the messaging you highlight in your ads.

Chapter Contents

  • Week 1: Research keywords

  • Week 2: Create Your Campaign Structure

  • Week 3: Adjust Campaign Settings

  • Week 4: ...

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