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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 5: Budgeting and Bidding on Keywords

In This Chapter

check.png Setting your PPC budget

check.png Deciding what to spend per keyword

check.png Managing the bidding process

check.png Targeting your spending by industry and niche

This chapter talks about the most important aspect of your pay-per-click (PPC) account: money. The amount you spend and how you spend it determine the overall outcome of your campaigns — unless, of course, you have an unlimited budget and don’t need to see a positive return on your investment. Very few marketers fall within that category, though.

The very first question you should ask yourself is, “How much can I spend?” After you establish how much you can spend, you can really expand and optimize your account.

In this chapter, you decide where to set your daily budgets and how much to bid on a per-keyword basis. Depending on your industry, these costs can vary greatly, but if you follow the general rules of thumb in this chapter, you’ll be managing your campaign costs like a pro.

Determining Your PPC Budget

Establish your PPC marketing budget with the assumption that you might not make ...

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