In his second presentation, Alan Rimm-Kaufman discusses how to build out your pay-per-click campaigns. Alan suggests turning the process upside down by starting with your destination URLs and generating relevant keywords to describe each page, rather than starting with the keywords. You will also find helpful tips on maintaining your account using Google's AdWords Editor and Microsoft Excel, including step-by-step directions on how to remove duplicates from your data.

Length: 29 min.

You will learn:

• Why you should build your campaigns in Google AdWords first
• Why you should start building PPC campaigns from destination URLs, not keywords
• Why each keyword should have a single destination
• When it is appropriate to use broad match
• How to remove duplicates from your PPC data
• Why you should keep misspellings in separate ad groups
• Why ad groups should be split by semantic meaning
• How to structure your PPC campaigns