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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  6

Keyword Strategy

Keywords are the linchpin of all PPC marketing. They are the starting point of the process connecting the user’s interest and intent to your ad campaign. Everything hinges on the set of keywords you choose. If a keyword that could materially improve your campaign is not in your account, then your campaign won’t be hitting on all cylinders. The keywords you choose for your campaign will determine the quantity and quality of your visitors. In this chapter, we will discuss how to find the right keywords at the right time for the right audience.

Here are the topics we cover in this chapter:

  • Keyword basics
  • Using Google’s Keyword Tool
  • Selecting keywords
  • Refining your keyword list

Keyword Basics

In Chapter 2, we ...

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