PPC ads are an affordable way of getting word out about your website because you can set the budget as low or high as your company needs, and also can decide how much to pay for every click . … is directly related to how the ads are designed, the keywords targeted (and how good the network is at matching ads to relevant websites and contextual searches) and lots of micro- management to stay always on top of expenses, keyword prices and individual results of each ad . …
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PPC | Simon White's Blog
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