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Pay-Per-Click Search Engine Marketing: An Hour a Day

Book Description

The complete guide to a winning pay-per-click marketing campaign

Pay-per-click advertising-the "sponsored results" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.

Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.

  • Successful pay-per-click campaigns are a key component of online marketing

  • This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants

  • Explains core PPC concepts, industry trends, and the mechanics that make a campaign work

  • Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models

  • Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network

  • Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected

Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

Table of Contents

  1. Copyright
  2. Dear Reader,
  3. Advance Praise for Pay-Per-Click Search Engine Marketing: An Hour a Day
  4. Acknowledgments
  5. About the Authors
  6. Foreword
  7. Introduction
    1. Who Should Read This Book
    2. What You Will Learn
    3. The Companion Website
    4. How to Contact the Authors
  8. 1. The Art and Science of PPC Advertising
    1. 1.1. PPC and Direct Advertising Fundamentals
    2. 1.2. Components of a Successful PPC Campaign
      1. 1.2.1. Keywords
      2. 1.2.2. Ads
      3. 1.2.3. Bid Prices
      4. 1.2.4. Landing Pages
      5. 1.2.5. Conversion Path
    3. 1.3. PPC Campaign Uses
    4. 1.4. The Science of PPC
    5. 1.5. The Art of PPC
    6. 1.6. The State of the PPC Industry
  9. 2. How the PPC Machine Works
    1. 2.1. Think Like a Search Engine
    2. 2.2. How and Where Ads Appear on SERPs
      1. 2.2.1. How Advertisements Are Triggered
      2. 2.2.2. How Advertisements Are Ranked
        1. 2.2.2.1. Auction Model
        2. 2.2.2.2. Keyword Bids
        3. 2.2.2.3. Quality Measurement
      3. 2.2.3. How Keyword Match Types Work
        1. 2.2.3.1. Exact Match
        2. 2.2.3.2. Phrase Match
        3. 2.2.3.3. Broad Match
        4. 2.2.3.4. Negative Match
    3. 2.3. How Ads Appear on the Google Content Network
    4. 2.4. After the Click
  10. 3. Core PPC Skills and Objectives
    1. 3.1. Learn Scientific Advertising and Ad Copywriting
    2. 3.2. Know Thy Customer
      1. 3.2.1. Ask the Right Questions
      2. 3.2.2. How Do Potential Customers Search?
        1. 3.2.2.1. Interest
        2. 3.2.2.2. Research
        3. 3.2.2.3. Conversion
      3. 3.2.3. What If There's No Search?
    3. 3.3. What's Your PPC Strategy?
  11. 4. Month 1—Research Keywords and Establish Campaign Structure
    1. 4.1. Week 1: Research Keywords
      1. 4.1.1. Monday: Defining Personas
      2. 4.1.2. Tuesday: Using Keyword Research Tools
        1. 4.1.2.1. Google Keyword Tool
        2. 4.1.2.2. Search Engine Autocomplete
        3. 4.1.2.3. Google Search-Based Keyword Tool
        4. 4.1.2.4. Google Wonder Wheel and Related Searches
        5. 4.1.2.5. SEO Book Keywords
        6. 4.1.2.6. The Permutator
      3. 4.1.3. Wednesday: Using Your Best Keyword Source—Your Intuition, and Reports
      4. 4.1.4. Thursday: Permuting and Concatenating
      5. 4.1.5. Friday: Researching Your Competitor's Keywords
        1. 4.1.5.1. The Ad Preview Tool
        2. 4.1.5.2. Competitors' Website Review
        3. 4.1.5.3. Third-Party Tools
    2. 4.2. Week 2: Create Your Campaign Structure
      1. 4.2.1. Monday and Tuesday: Planning Your Campaign and Ad Group Structure
        1. 4.2.1.1. Creating a Mock Campaign
        2. 4.2.1.2. Creating Content Network Ad Groups
      2. 4.2.2. Wednesday: Determining the Number and Granularity of Ad Groups
      3. 4.2.3. Thursday: Getting Acquainted with AdWords Editor
      4. 4.2.4. Friday: Building Out the Campaign
    3. 4.3. Week 3: Adjust Campaign Settings
      1. 4.3.1. Monday: Setting Budgets and Delivery Methods
      2. 4.3.2. Tuesday and Wednesday: Setting Your Bidding Strategy and Options
      3. 4.3.3. Thursday: Targeting Networks and Devices
        1. 4.3.3.1. Search Network
        2. 4.3.3.2. Content Network
        3. 4.3.3.3. Device Platforms
      4. 4.3.4. Friday: Using Ad Scheduling and Geo-Targeting
        1. 4.3.4.1. Ad Scheduling
        2. 4.3.4.2. Geo-Targeting
    4. 4.4. Week 4: Use Conversion Tracking and Set Click Pricing
      1. 4.4.1. Monday: Setting Up Conversion Tracking
      2. 4.4.2. Tuesday: Setting Up Google Analytics
      3. 4.4.3. Wednesday: Testing Conversion Tracking
      4. 4.4.4. Thursday: Determining Your Starting Keyword Bids
      5. 4.4.5. Friday: Setting Keyword Bids
  12. 5. Month 2—Create Great PPC Ads
    1. 5.1. Week 5: Take Stock of Your Advantages
      1. 5.1.1. Monday: Surveying Your Competition
      2. 5.1.2. Tuesday and Wednesday: Listing Your Own Advantages and Benefits
      3. 5.1.3. Thursday: Creating Causes for Urgency
      4. 5.1.4. Friday: Collecting Your Resources
    2. 5.2. Week 6: Write Right
      1. 5.2.1. Monday: The Fundamentals
        1. 5.2.1.1. Group Keywords Tightly
        2. 5.2.1.2. Talk to the Reader
        3. 5.2.1.3. Tell the Readers What You Want Them to Do
        4. 5.2.1.4. Make It Clear What You're Selling
        5. 5.2.1.5. Use Title Case
        6. 5.2.1.6. Call Readers to Action
        7. 5.2.1.7. Use Appropriate Punctuation to Emphasize Action
        8. 5.2.1.8. Know that Benefits Sell Better than Features
        9. 5.2.1.9. If You've Got It, Flaunt It
        10. 5.2.1.10. Stand Out
      2. 5.2.2. Tuesday: The Headline—The Most Important Characters
      3. 5.2.3. Wednesday: Line 1—Features and Benefits
      4. 5.2.4. Thursday: Line 2—Urgent Calls to Action
      5. 5.2.5. Friday: The Display URL
    3. 5.3. Week 7: Explore Industry Examples
      1. 5.3.1. Monday: The Single-Product Retailer
      2. 5.3.2. Tuesday: The Multiple-Product Retailer
      3. 5.3.3. Wednesday: The B2B Service Provider
      4. 5.3.4. Thursday: The Professional Services Provider
      5. 5.3.5. Friday: The Financial Services Provider
    4. 5.4. Week 8: Understand Ads for the Content Network
      1. 5.4.1. Monday and Tuesday: Writing Contextual Text Ads
    5. 5.5. Good-Better-Best
      1. 5.5.1. Wednesday: Writing Static Banner Ads
      2. 5.5.2. Thursday: Creating Animated Banner Ads
      3. 5.5.3. Friday: Advertising on YouTube
      4. 5.5.4. Friday Night: Taking Stock
  13. 6. Month 3—Design Effective Landing Pages
    1. 6.1. Week 9: Understand the Differences between Site Pages and Landing Pages
      1. 6.1.1. Monday and Tuesday: One Store, Many Entrances
        1. 6.1.1.1. The Circular Building Metaphor
      2. 6.1.2. Wednesday: The ADHD Site Visitor
      3. 6.1.3. Thursday: The Golden Triangle
      4. 6.1.4. Friday: The Risky Business of Landing Page Links
    2. 6.2. Week 10: Create the Mock-up
      1. 6.2.1. Monday: Start with the Golden Triangle
      2. 6.2.2. Tuesday: Bullet Points, Not Paragraphs
      3. 6.2.3. Wednesday: The Hero Shot
      4. 6.2.4. Thursday: Action, Trust, and Privacy
      5. 6.2.5. Friday: Sample B2C and B2B Mock-ups
    3. 6.3. Week 11: Lay It All Out
      1. 6.3.1. Monday: If It's Not Helping, It's Hurting
      2. 6.3.2. Tuesday and Wednesday: Form Design
        1. 6.3.2.1. People Hate Forms
        2. 6.3.2.2. Set Expectations
        3. 6.3.2.3. Keep Fields to a Minimum
        4. 6.3.2.4. Keep Fields above the Fold
        5. 6.3.2.5. Make Submission Easy
        6. 6.3.2.6. Include Privacy Assurances
        7. 6.3.2.7. Handle with Care
      3. 6.3.3. Thursday: Error Trapping and Handling
        1. 6.3.3.1. Head Off Problems
        2. 6.3.3.2. Locate Labels
        3. 6.3.3.3. Be Especially Polite
        4. 6.3.3.4. Pop It Up
        5. 6.3.3.5. Never Erase Fields
        6. 6.3.3.6. Test Exhaustively
      4. 6.3.4. Friday: Spouse Testing before Deployment
    4. 6.4. Week 12: Design for Testing
      1. 6.4.1. Monday: Decide on Test Elements
      2. 6.4.2. Tuesday: Headlines, Subheadlines, and Hero Shots
      3. 6.4.3. Wednesday: Action Buttons, Bullet Points, and Form Elements
      4. 6.4.4. Thursday: Testing Never Stops
      5. 6.4.5. Friday: Simple A/B Testing
  14. 7. Month 4—Advertise on the Google Content Network
    1. 7.1. Week 13: Understand Google Contextual Advertising
      1. 7.1.1. Monday: Ad Types and Sizes
      2. 7.1.2. Tuesday: Ad Formats
      3. 7.1.3. Wednesday and Thursday: Why Search Ads Don't Work on the Content Network
        1. 7.1.3.1. Example A: Bad Search Ad
        2. 7.1.3.2. Example B: Better Search Ad
        3. 7.1.3.3. Example C: Even-Better Content Network Ad
      4. 7.1.4. Friday: Demand Generation vs. Search Satisfaction
    2. 7.2. Week 14: Build Keyword-Targeted Ad Groups
      1. 7.2.1. Monday and Tuesday: Why Keywords Are Different
      2. 7.2.2. Wednesday: Building Your Keyword List
      3. 7.2.3. Thursday: Demographic Bidding
      4. 7.2.4. Friday: Ad-Frequency Capping
    3. 7.3. Week 15: Build Placement-Targeted Ad Groups
      1. 7.3.1. Monday: Placement Targeting
      2. 7.3.2. Tuesday: Choosing Sites and Placements with the Placement Tool
      3. 7.3.3. Wednesday: Other Tools for Choosing Sites for Placements
        1. 7.3.3.1. DoubleClick Ad Planner
        2. 7.3.3.2. ShoeMoney AdSense Crawler Tool
        3. 7.3.3.3. Web Data Extractor
      4. 7.3.4. Thursday: Bidding Considerations
        1. 7.3.4.1. Initial Bids and CPM Bidding
        2. 7.3.4.2. Conversion Optimizer
        3. 7.3.4.3. A Note on Placement Targeting with Text Ads
      5. 7.3.5. Friday: Separating Ad Types into Ad Groups
    4. 7.4. Week 16: Launch and Refine Your Content Campaign
      1. 7.4.1. Monday: Flipping the Switch—Campaign-Management Checklist
      2. 7.4.2. Tuesday: Placement Performance Report
      3. 7.4.3. Wednesday: Site and Category Exclusion
      4. 7.4.4. Thursday: Enhanced Ad Groups
      5. 7.4.5. Friday: Flipping the Switch (Again) and Judging Performance
  15. 8. Month 5—Launch Your Campaign
    1. 8.1. Week 17: Bid Your Brands
      1. 8.1.1. Monday: Your Brand May Be Weaker than You Think
        1. 8.1.1.1. Boosting the Performance of Your Brand-Related Keywords
      2. 8.1.2. Tuesday: Brand and Domain Name Variations
        1. 8.1.2.1. General Strategy
        2. 8.1.2.2. Product-Based Strategy
      3. 8.1.3. Wednesday: URL Variations
      4. 8.1.4. Thursday: Competitor Legal and Ethical Issues
        1. 8.1.4.1. Microsoft adCenter
        2. 8.1.4.2. Yahoo! Sponsored Listings
        3. 8.1.4.3. Google AdWords
      5. 8.1.5. Friday: Competitor-Name Ad Groups
    2. 8.2. Week 18: Make Prelaunch Double-Checks
      1. 8.2.1. Monday: Budgets and Bid Prices
      2. 8.2.2. Tuesday: Campaign Settings
      3. 8.2.3. Wednesday: Keywords—The Broad-Match Stomp
      4. 8.2.4. Thursday: Verify Ad Destination URLs
      5. 8.2.5. Friday: Launching Initial Ad Testing
    3. 8.3. Week 19: Flip the Switch
      1. 8.3.1. Monday and Tuesday: Launching All Your Campaigns at Once?
      2. 8.3.2. Wednesday: Are Your CTRs High Enough?
      3. 8.3.3. Thursday and Friday: Are You Reaching Your Target Conversion Rates and Costs?
    4. 8.4. Week 20: Perform Early Course-Correction
      1. 8.4.1. Monday: Activating Additional Ad Groups
      2. 8.4.2. Tuesday: Adjusting Ad Group and Keyword Bids
      3. 8.4.3. Wednesday: Adding Keyword Variations to Winning Ad Groups
        1. 8.4.3.1. Review the Search Query Performance Report
        2. 8.4.3.2. Review the Opportunities Tab
      4. 8.4.4. Thursday and Friday: Adjusting Campaign Budget Limits
  16. 9. Month 6—Optimize Your Campaign
    1. 9.1. Week 21: Review Your Top-Level Reports
      1. 9.1.1. Monday: Campaign and Ad Group Reports
      2. 9.1.2. Tuesday: Network Distribution Reports
      3. 9.1.3. Wednesday: Ad Performance Reports
      4. 9.1.4. Thursday: URL Performance Reports
      5. 9.1.5. Friday: Placement/Keyword Performance Reports
    2. 9.2. Week 22: Review Your Deep-Level Reports
      1. 9.2.1. Monday: Search Query Reports
      2. 9.2.2. Tuesday: Impression Share Reports
      3. 9.2.3. Wednesday: Geographic Performance Reports
        1. 9.2.3.1. Targeting a Specific Location
        2. 9.2.3.2. Removing Your Ads from a Specific Location
      4. 9.2.4. Thursday: Placement Performance Reports
      5. 9.2.5. Friday: Reach and Frequency Performance Reports
    3. 9.3. Week 23: Create Additional Useful Reports
      1. 9.3.1. Monday: Quality Score Reports
      2. 9.3.2. Tuesday: Demographic Performance Reports
      3. 9.3.3. Wednesday and Thursday: Google Analytics Reports
      4. 9.3.4. Friday: The My Change History Report
    4. 9.4. Week 24: Act on Your Data and Optimize Your Account
      1. 9.4.1. Monday and Tuesday: Improving Your CTR
        1. 9.4.1.1. Restructure Your Ad Groups
        2. 9.4.1.2. Test New Ad Copy
        3. 9.4.1.3. Expand Your Negative Keyword List
      2. 9.4.2. Wednesday: Improving Your Quality Score
      3. 9.4.3. Thursday and Friday: Improving Your Conversion Rate
        1. 9.4.3.1. Make Sure Your Ad Copy Primes the Pump
        2. 9.4.3.2. Review Your Contact Form or Shopping Cart
        3. 9.4.3.3. Review Your Call-to-Action Buttons
        4. 9.4.3.4. Find New Trust Symbols
        5. 9.4.3.5. Check Your Privacy Policy and Returns Policy
        6. 9.4.3.6. Try Using Testimonials
  17. 10. Month 7—Test Ads by Using Advanced Techniques
    1. 10.1. Week 25: Implement Advanced Text Ad Design
      1. 10.1.1. Monday: Google Dynamic Keyword Insertion
        1. 10.1.1.1. The One-Word Headline
        2. 10.1.1.2. Incorrect Code Insertion
        3. 10.1.1.3. Misspelled Keywords
        4. 10.1.1.4. Using the Google AdWords Ad Preview Tool
      2. 10.1.2. Tuesday: Ad Sitelinks
      3. 10.1.3. Wednesday: Product Extensions
      4. 10.1.4. Thursday: Product Listings
      5. 10.1.5. Friday: Local Extensions
    2. 10.2. Week 26: Insert Ad Text Symbols
      1. 10.2.1. Monday: Bullets and Squares
      2. 10.2.2. Tuesday and Wednesday: Multiple Characters in One
      3. 10.2.3. Thursday and Friday: Non-English Punctuation and Random Characters
    3. 10.3. Week 27: Use Google Content Nontext Ads
      1. 10.3.1. Monday and Tuesday: Static and Animated Banner Ads
      2. 10.3.2. Wednesday: Video Ads
      3. 10.3.3. Thursday: Mobile Banners
      4. 10.3.4. Friday: Banner Fatigue and Ad Rotation
    4. 10.4. Week 28: Perform Advanced Ad Testing
      1. 10.4.1. Monday: Set Up Split Tests
        1. 10.4.1.1. Google AdWords
        2. 10.4.1.2. Yahoo! Search Marketing
        3. 10.4.1.3. Microsoft adCenter
      2. 10.4.2. Tuesday: Know What to Split Test
        1. 10.4.2.1. Keyword Density
        2. 10.4.2.2. Calls to Action
        3. 10.4.2.3. Different Benefits
        4. 10.4.2.4. Offers or Specials
        5. 10.4.2.5. Price Points
        6. 10.4.2.6. Free Offers
        7. 10.4.2.7. Display URL
        8. 10.4.2.8. Punctuation
        9. 10.4.2.9. Dynamic Keyword Insertion
      3. 10.4.3. Wednesday and Thursday: Conduct Initial A/B Split Testing
        1. 10.4.3.1. Test One Variable at a Time
        2. 10.4.3.2. Launch with No More Than Three Ads
        3. 10.4.3.3. Gain Enough Data to Make a Confident Decision
        4. 10.4.3.4. Don't Base the Outcome on CTR Alone
      4. 10.4.4. Friday: Reflect on the Outcome of the Test
  18. 11. Month 8—Test and Optimize Landing Pages
    1. 11.1. Week 29: Plan Your Tests
      1. 11.1.1. Monday: Prioritizing Test Elements
      2. 11.1.2. Tuesday: Testing Headlines
        1. 11.1.2.1. Emotional Messages
        2. 11.1.2.2. Call-to-Action Messages
        3. 11.1.2.3. Time-Based Messages
        4. 11.1.2.4. Other Things to Test in Your Headlines
      3. 11.1.3. Wednesday: Testing Body Copy
        1. 11.1.3.1. Short vs. Long Text
        2. 11.1.3.2. Bullet Point List vs. Block Text
        3. 11.1.3.3. Testimonials
      4. 11.1.4. Thursday: Testing Offers
      5. 11.1.5. Friday: Testing Other Elements of Your Landing Page
        1. 11.1.5.1. Contact Form
        2. 11.1.5.2. Hero Shot
        3. 11.1.5.3. Trust Symbols
        4. 11.1.5.4. Product Images
        5. 11.1.5.5. Call-to-Action Button
    2. 11.2. Week 30: Use Google Website Optimizer
      1. 11.2.1. Monday and Tuesday: Introducing Google Website Optimizer
      2. 11.2.2. Wednesday and Thursday: Tagging Pages for Google Website Optimizer
        1. 11.2.2.1. Control Script Tag
        2. 11.2.2.2. Section Script Tag
        3. 11.2.2.3. Tracking Script
        4. 11.2.2.4. Wrapping Up
      3. 11.2.3. Friday: Validating Your Pages
    3. 11.3. Week 31: Conduct A/B and Multivariate Tests
      1. 11.3.1. Monday and Tuesday: Using A/B Split Testing
      2. 11.3.2. Wednesday and Thursday: Using Multivariate Testing
      3. 11.3.3. Friday: Choosing the Right Test Method
    4. 11.4. Week 32: Report and Interpret Results
      1. 11.4.1. Monday and Tuesday: Reporting in Google Website Optimizer
        1. 11.4.1.1. Combination Report
        2. 11.4.1.2. Page Section Report
      2. 11.4.2. Wednesday and Thursday: Interpreting Test Results
      3. 11.4.3. Friday: Reaching the End of Your Landing Page Testing
  19. 12. Month 9—Migrate Your Campaign to Microsoft and Yahoo!
    1. 12.1. Why Yahoo! Search Marketing and Microsoft adCenter Matter
    2. 12.2. Different Look, Same Strategy
    3. 12.3. Week 33: Understand YSM Differences and Advantages
      1. 12.3.1. Monday: Standard and Advanced Match Types
        1. 12.3.1.1. Advanced Match Type
        2. 12.3.1.2. Negative Match Type
        3. 12.3.1.3. Standard Match Type
        4. 12.3.1.4. Setting Match Types at Different Levels of Your Account
      2. 12.3.2. Tuesday: Geo-targeting
      3. 12.3.3. Wednesday: Ad Types and Lengths
      4. 12.3.4. Thursday: Ad Scheduling
      5. 12.3.5. Friday: Demographic Targeting
    4. 12.4. Week 34: Understand Microsoft adCenter Differences and Advantages
      1. 12.4.1. Monday: Keyword Match Types
      2. 12.4.2. Tuesday: Geo-targeting
      3. 12.4.3. Wednesday: Ad Types and Lengths
      4. 12.4.4. Thursday: Ad Scheduling
      5. 12.4.5. Friday: Demographic Targeting
    5. 12.5. Week 35: Create Google AdWord Exports
      1. 12.5.1. Monday and Tuesday: Creating the Root CSV from AdWords Editor
      2. 12.5.2. Wednesday and Thursday: Creating the Root CSV from Yahoo!
      3. 12.5.3. Friday: Creating the Root CSV from adCenter
    6. 12.6. Week 36: Upload and Fine-Tune
      1. 12.6.1. Monday: Uploading into Yahoo!
      2. 12.6.2. Tuesday: Troubleshooting Yahoo! Import Problems
      3. 12.6.3. Wednesday: Uploading into adCenter
      4. 12.6.4. Thursday and Friday: Reviewing Campaign Uploads
  20. A. Advanced AdWords Editor
    1. A.1. What Is AdWords Editor?
    2. A.2. Getting Started
      1. A.2.1. Opening and Downloading Your Account
      2. A.2.2. Downloading Campaign Statistics
      3. A.2.3. Uploading Your Changes
      4. A.2.4. Navigating, Editing, and Expanding Your Campaigns
        1. A.2.4.1. Campaigns
          1. A.2.4.1.1. Editing Campaign Settings
          2. A.2.4.1.2. Creating Campaigns
        2. A.2.4.2. Ad Groups
          1. A.2.4.2.1. Editing Ad Group Settings
          2. A.2.4.2.2. Creating Ad Groups
        3. A.2.4.3. Keywords
          1. A.2.4.3.1. Editing Keyword Settings
          2. A.2.4.3.2. Adding Keywords
          3. A.2.4.3.3. Keyword Research
          4. A.2.4.3.4. Placements
          5. A.2.4.3.5. Negatives
          6. A.2.4.3.6. Ads
          7. A.2.4.3.7. Text Ads
          8. A.2.4.3.8. Image Ads
          9. A.2.4.3.9. Local Business Ads
          10. A.2.4.3.10. Mobile Ads
    3. A.3. Saving Time with AdWords Editor
      1. A.3.1. Find and Replace
      2. A.3.2. Detailed Ad Text Changes
    4. A.4. Spreadsheets Are Still Important
      1. A.4.1. Backup Files (AEA)
      2. A.4.2. Export Changes (AES)
      3. A.4.3. Export Spreadsheet (CSV)
      4. A.4.4. Global Edits
      5. A.4.5. Upload to Yahoo! or MSN
      6. A.4.6. Import Changes
    5. A.5. Working with General Tools
      1. A.5.1. Find Duplicate Keywords Tool
      2. A.5.2. Keyword Grouper
      3. A.5.3. Keyword Opportunities
  21. B. Facebook PPC
    1. B.1. Getting Started
    2. B.2. Targeting Facebook Ads
    3. B.3. Managing and Reporting
    4. B.4. Using Facebook Ad Performance Reports