If you're just getting started in the PPC program, this primer will give you an overview of the core skills, research and thinking you'll be learning. David Szetela outlines how to ask the right questions to understand your customers, and the basics of the typical buying cycle, because knowing where your customers are in that cycle is critical to crafting campaigns that will drive them to action. Once you've grokked all these variables, it's all about crafting a PPC plan of attack.

Length: 9 min.

You will learn:

• How to ask the right questions to define your campaign
• How to understand the ways that customers search
• What phases are involved in the average buying cycle
• The 2 types of advertising