Table of Contents
Introduction .......................................................................................................................3
The basics of PPC ............................................................................................................4
The PPC concept in a nutshell ................................................................................4
The advantages and disadvantages of PPC.......................................................5
The basic PPC process ............................................................................................7
Budgeting your advertising campaign...................................................................10
Getting started ...............................................................................................................12
Keyword research is essential ...........................................................................13
Buyer and browser keywords ...........................................................................25
The importance of your landing pages .................................................................27
Why use landing pages with PPC advertising? ..............................................27
After the landing page, what happens next? .................................................28
Testing your landing pages ...................................................................................29
Google specific landing page requirements ....................................................31
Planning and observation are essential ................................................................33
Have an initial plan ................................................................................................33
Which ads are working? ..........................................................................................33
A sneaky method of reducing the learning curve ....... Error! Bookmark not defined.
Practical bid management for position and profits ..........................................37
Conclusion ........................................................................................................................39