Pay Per Click Advertising requires developing compelling campaigns and advertisements that appear to targeted audiences based on their interests and history, in the places they frequent most like social platforms, other websites, or search engine results pages.
From keyword research to ad copy to formula-based bidding strategies, PPC remains one of the more complex disciplines in Internet marketing. With your competition getting smarter every day, it’s critical to have not only a strong foundation in PPC principles, but advanced understanding in PPC economics and customer psychology.
Brad Geddes is the author of “Advanced Google Adwords”, and founder of Certified Knowledge. He frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has led more than 60 AdWords seminars.