For a very basic 101-level tutorial on beginning advertising via Google AdWords, this MarketingProfs article makes for a good read. While managing and maintaining a successful PPC campaign will require more knowledge than provided, the article will also help to give beginners a more thorough understanding of what goes into a PPC campaign, particularly if they are having an outside agency manage it. A few of the big picture ideas that are best practices for any size PPC campaign include using keywords that focus on your niche and setting goals. Test broad keywords, but be quick to eliminate them if they are not producing results. Very targeted keywords are more likely to provide a positive ROI, but will take some creativity to come up with them. Also, set goals – design a website that maximizes the likelihood of attaining those goals. Create landing pages that match the search phrases, utilize a secure e-commerce system, craft a strong call to action and test the site for usability – and then test it again. And again.

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