Everything You Need to Know About Pay Per Click (PPC) Marketing and Advertising
PPC advertising (pay-per-click) has been around for some time, and it’s a staple of the digital marketing landscape.
Unfortunately, it’s not the most accessible aspect of digital marketing. We thought we’d share our experience to help you understand it better.
Here, you’ll find which platforms to use, where PPC ads fit into your sales funnel, an explanation of how it all works, and even how to vet consultants and agencies before signing on the dotted line.
Let’s get started!
Table of Contents
What Is PPC Advertising?
Pay per click (PPC) advertising is one of the most effective and consistent ways to reach customers online, and has been a cornerstone of digital marketing for over 10 years.
The strict PPC definition is that advertisers only pay for ads when people click on them, although content publishers might be more interested in the “cost per impression” model, designated as CPM (price per 1,000 impression, with “M” being the Latin symbol for 1,000).
Also called cost per click sometimes (CPC), PPC advertising encompasses just about every ad you see on the Internet.
- Search ads: text that appears on search engines.
- Display ads: images that appear on websites.
- Programmatic ads: text or images featured on websites.
- Social ads: these often resemble posts on social media platforms.
The meaning of PPC is pretty straightforward, even if managing campaigns and platforms for it isn’t. It belongs in just about every digital marketing strategy with budget because it can target the most high-intent traffic, if done effectively.
SEO vs. PPC: What’s the Difference?
This is a great question. Sometimes you’ll see SEO and PPC side by side (particularly in Google and Bing search results), but they’re actually quite different.
Pay per click (PPC) refers to a bidding economy of advertisements, whereas search engine optimization (SEO) is the practice of improving a website’s standing in a search engine result page.
It may seem confusing at first because PPC advertising results appear in the same search engine pages as organic results, and that’s part of why they’re so effective. One has a little green badge labelled “ad” while the other doesn’t.
You’ll often find both of these strategies at work in a sophisticated digital marketing strategy, but they try to accomplish different things. SEO and PPC also call for different skills and tactics.
Specifically, SEO is what you’d use to gain organic (unpaid) search traffic. PPC is what you’d use to gain either paid search traffic or paid referral traffic from related websites featuring your ads.
PPC advertising calls for ongoing campaign management, working directly in the ad platforms such as Google Ads (formerly AdWords), Bing Ads, or even deploying ads through an exchange network. The goal to is make the most of an advertising budget to generate sales or leads by targeting the most relevant audiences geographically, demographically, and by the time of day.
In contrast, search engine optimization (or search engine marketing) is the textbook example of “interdisciplinary,” requiring the specialist to rearrange websites, write content that earns organic search traffic, and to employ promotional skills to earn backlinks from other websites.
SEO also touches on a discipline called conversion rate optimization (or CRO, just in case you needed another acronym in your life), which involves tweaking the layout, look, and structure of a website to maximize the number of sales or leads that it generates.
Use both of these strategies if you can, but remember that they scale differently. PPC management is a game of iteration and constant direct-response marketing. SEO is your core web presence built brick by brick over time, but you don’t need to keep pouring money into the same campaigns every month to make it work.
PPC vs. CPC: Differentiating the Terms
CPC stands for “cost per click,” which is used as a metric within advertising reports, but there are much better metrics out there—such as cost per lead (CPL) and cost per acquisition (CPA). “PPC” stands for “pay per click,” which we use to describe click-driven ad models such as AdWords and Bing.
This differs from traditional, offline advertising because it scales with you budget. In the 1990s you would create an ad that would fit on a billboard or a TV slot, then pay a predictable rate for a spot on that channel. And that predictable amount would be $20,000 – $50,000.
In contrast, PPC/CPC ads will require a certain budget per click, depending the industry and the keyword on which you’re bidding. You’ll only pay for the clicks that your ads earn. You can start with a budget of $500-$1,000 per month plus management fees, which lowers the barrier to entry significantly.
In practice you can just set a daily PPC budget that works for your business, then invest in it further once you start earning more revenue.
How PPC Advertising Works
PPC advertising works according to an auction model. Algorithms run these virtual auctions based on the highest bid that competing advertisers are willing to pay—all in the span of milliseconds.
PPC advertising is a bidding economy in which the entire English language is up for sale in search engine results. It also encompasses ad placements that you see on sites around the web.
Anyone can bid on any keyword, but it’s a lot more complicated than that. The first and most obvious factor is your budget. If all other things are equal, then the highest bidder would win on the keyword in question. Naturally.
But a lot more goes into it than that, including:
- Landing page content
- Writing ad copy
- Understanding Ad Rank and Quality Score algorithms
- Establishing an effective advertising funnel.
The beautiful thing about PPC advertising is that it’s not just about your budget. You can increase the Quality Score of your ads’ keywords (and related parts of your ad campaign) to lower the cost of your own ads to get even more sales or leads with the same budget.
Raising your Quality Score also makes your competitors pay more for their ads in relation to your bids, if they are one position above you. If you’re running PPC campaigns then there is literally no reason to stop improving your Quality Score—at least, that’s our philosophy.
How PPC and Search Engine Marketing Work Together
Search engine marketing encompasses paid traffic from “search ads” from PPC ad platforms as well as organic traffic gained from search engines, usually through the use of great content.
Pay-per-click advertising puts your ad in search engine results if you’re running search ad campaigns. You could also run display or programmatic ads, but those “search ads” fall under the umbrella of search engine marketing (SEM for short). These other two forms of advertising are considered much simpler than search advertising, anyway. If someone understands search ads then they’ll grasp display and programmatic ads without issues.
Search engine marketing just refers to a marketing effort centered on the single channel of search engines, which can be divided into organic (unpaid) traffic and paid (PPC) traffic.
What PPC Ads Look Like
PPC ads can look differently depending on the channel where you deploy them.
Search ads look like regular search results, except that they come with a little green badge in the lower left-hand corner that designates them as paid results instead of organic ones. They work because they build on pre-existing intent to buy or research something.
It also doesn’t hurt that half of the population doesn’t notice the difference between paid ads and organic search results, either.
On the other hand you have display ads. These are images that you see on the side banners, headers, and footers of content websites like Vice News or Distractify. They’re great for point-blank acquisition, though. There are a few tricks to making them work effectively.
There are video ads that you can run on YouTube or other similar ad platforms, but we wouldn’t recommend using them to generate sales or leads directly.
Programmatic ads are the latest addition to mainstream PPC advertising, which can look exactly like display ads. The main difference is in the back end, which employs algorithms to decide the best ad placements in place of a human. It’s just much more raw efficiency under the hood so that you don’t need to spend dozens of hours A/B testing minute variations on the same content.
The PPC Price Tag
The price of PPC advertising changes with every industry—and sometimes even the time of day, week, month, or year. It runs on an auction model that dictates how much every click costs.
What you generally want to measure for price is the “average CPC” (cost per click) to get a sense of what it’s going to cost you to land sales or generate leads. With that number you can work out the cost of the rest of your marketing and sales funnel and deduct those costs form your revenue per sale. CPC dictates your cost per lead (CPL) and cost per acquisition (CPA).
The long answer is that you’ll need to try bidding on a wide swath of keywords in order to see which ones generate the most results—and what they cost. That lets you start with internal, first-party data as it applies to you and you alone. From there you’ll identify which keywords are worth your money and which ones aren’t, narrowing it down to a well-oiled machine.
Then you can begin real optimization on new ad copy and landing pages to get the true PPC price for your marketing funnel in all of its glory.
Where PPC Marketing Fits into Your Funnel
Understanding where this fits into your funnel really comes back to to understanding what PPC marketing is: a means to capture customer intent.
Good digital marketing places ads where customers are the most likely to interact with them. That depends on the message, the channel, and the customer’s own intent.
Anyone pretending to have a catch-all solution is lying to you. But a PPC marketing agency that outlines a process for iteration and improvement is worth your time.
That’s because good PPC management services include understanding your current marketing funnel, then refining it as the consultant spends more time with your account.. That person or team will work with you to enrich your marketing funnel with PPC ads tailored to their most effective spots.
No one can tackle a new industry and produce an optimized PPC campaign on Day 1. It’s all about iteration and improvement.
How We Use PPC for Lead Generation
Pay per click ads work brilliantly for lead generation—if you’re in an appropriate industry with a clear strategy in place.
Businesses selling low or moderately priced products on an eCommerce store should focus on using ads for sales, where the marketing and sales funnel might not be long enough to justify lead nurturing.
PPC for lead generation works best with businesses that sell big-ticket items, services, or eCommerce subscriptions. Businesses like this can use PPC ads to acquire leads in order to remarket to them in more creative and cost-effective ways.
Ecommerce and PPC Marketing
Pairing up eCommerce business models and PPC marketing is a match made in heaven.
Look at companies that sell specific items. They build short, intent-focused funnels around their products to connect with customers who want to buy something specific at a certain time in their lives.
If your product isn’t affordable enough for a quick and dirty sale but not expensive enough to justify a long, drawn-out exercise in brand trust, then consider building a strategy around marketing to your customer base’s pain points.
Remember: people don’t always know what they really want or need—just that they have problems that need solving. It can take anywhere from 3-12 brand touches across your entire online presence to make the final sale.
Remarketing PPC is Key
We’re just going to get this out of the way right now: any agency, consultant, or “guru” who doesn’t know or believe in remarketing PPC advertising isn’t worth your time.
That’s because remarketing is the single most cost-effective way to nurture leads into customers. PPC works best when it moves your leads from the “newly acquired” bucket to the “engaged and familiarized” bucket, and then into the “take my money” bucket.
Doing this effectively calls for more complex marketing funnels than just throwing ads at anyone who visited your website, especially if your industry is established and competitive (read: real estate and finance).
The rub is that remarketing takes a lot of planning, and small budgets are going to be dedicated to perfecting the acquisition part of the advertising funnel.
PPC Automation Can Be Powerful
PPC automation can work to your advantage, but it’s also incredibly complex—and, like all custom software, it’s prone to human error if it isn’t implemented correctly.
The fine print here is that you won’t know if PPC automation has been implemented correctly until you’ve tried it out.
These are also called scripts, which can adjust your bids based on certain conditions when you’re not there (and you won’t be there to manage them 24/7, so there’s definitely merit here). The great news is that a lot of those options can be accomplished right inside the PPC platform.
Scripts can come into play if your campaigns run well enough to justify expanding their scope to include hundreds—or even thousands—of keywords.
A word of caution: don’t try to game the system with scripts right out of the gate. You’ll need to figure out how to optimize your campaigns directly before telling a computer how to handle the more mundane optimizations on your behalf.
P.S. Don’t entrust the creation of scripts to some junior developer or intern as an experiment, either. We’ve seen this sort of thing happen before and it doesn’t end well. PPC platforms will take your money, shamelessly, even if your advertisements are disastrous.
It’s your money on the line—don’t waste it.
How PPC Mangement Works
PPC management works with data. That means doing the work on thorough keyword research, gathering performance data on ads, and iterating regularly.
Make sure your PPC management company:
- Finds dozens (if not hundreds) of keyword variations.
- Knows the difference between broad match, phrase match, and exact match.
- Geo-targets leads where appropriate.
- Adjusts your bids by device, day, and time of day.
Any PPC company should be able to rhyme off those tactics in a discovery meting, so bring this list to your next one and grill them on it.
How a PPC Campaign Differs From Traditional Marketing
Traditional marketing works like this:
- Someone comes up with a creative idea to grab consumers’ attention.
- The marketing agency or department creates a billboard ad, television ad, or magazine ad to interrupt those consumers while they’re driving, watching TV, or reading.
- They hope it increases sales.
- They provide estimated metrics about the ad’s impact.
PPC campaigns are faster, easier to get your foot in the door, and actually measurable (the best part). They work like this:
- Conduct extensive keyword research backed by hard data.
- Create ads that offer something valuable to people who search with those keywords.
- Create pages designed specifically to maximize sales (or leads) and reduce the cost of your campaign.
- Measure what works, what doesn’t, and make changes to capitalize on that knowledge regularly.
- Report on the results and make recommendations to turn it into a consistent stream of leads and sales for your business.
Traditional marketing campaigns hope for the best outcome. PPC campaigns narrow down, locate, and measure the best outcomes.
What a PPC Agency Should Do For Your Business
At the end of the day, a PPC agency should bring in enough leads to justify the money you spend on advertising (at least after several months of refinement or so).
It needs to generate leads in a cost-effective way that closes enough sales down the road in your sales funnel. Lead generation doesn’t always point to a sale on the spot, but it feeds your sales pipeline with potential customers for you to nurture.
Just be sure to set up your PPC management agency for success:
- Give the agency access to your analytics and advertising platforms.
- Provide any creative materials you have for display, programmatic, and social ads.
- Allow access to your website so they can install ad pixels and lead capture mechanisms.
- Let them into your social platforms for ads to craft ads.
What PPC Consultants Offer vs. Agencies
PPC consultants specialize in digital advertising (and hopefully lead nurturing), whereas full-service agencies try to do everything.
We’ve worked with (and at) full-service agencies who do a moderate job, but their focus just can’t be everywhere at once. They tend to spread themselves too thin by chasing down every tactic at the same time, including:
- Content marketing
- Technical SEO
- Social media marketing (often without a budget or a strategy)
- Public relations and press releases
- Graphic design
- Visual rebrandin
- New website projects
- Video marketing
- Influencer marketing
You better believe that every service those agencies attempt is going to come out of your pocket. That’s why we focus on lead generation and retention with a small handful of specialized tools and channels, instead of doing everything.
Some freelance PPC specialists might only worry about acquiring your sales and leads by working directly in ad platforms and nowhere else. That’s generally a good thing because it means they’re focusing their efforts. However, you can get a lot more mileage out of your PPC campaigns by nurturing leads through an email marketing system.
People usually need to interact with your brand 6 times or more before buying anything, which is why we recommend combining ads for customer acquisition with a carefully-picked handful of tools for remarketing, ultimately bringing those customers to the point of sale.
How to Determine the Best PPC Company for You
Make sure that your PPC partner checks these proverbial boxes for you:
- They share monthly performance reports with you.
- They can explain how tracking and measurement works.
- They have clearly stated how success will be measured.
- They can explain their strategy from start to finish upon beginning paid work.
- They stay in touch, even when everything is going smoothly.
The best PPC companies out there will earn you more money in revenue than what you spent on the ads in the first place in the long haul.
Just understand that it will take several months to work out an ideal funnel, because PPC marketing takes substantial research, experimentation, and iteration.
It can’t be half-baked and it can’t be rushed, unless you’re willing to throw money down the drain.
With that in mind, the best PPC companies in your area will be transparent about these improvements with you. Frankly, it’s going to help them prove their worth—if they are in fact worth your time and money.
Are White Label PPC Services a Good Idea?
This can be a good arrangement for agencies that want to offer full marketing services to their customers without taking on the overhead costs, time investment, or energy investment that normally comes with hiring people internally. White label PPC services from dedicated experts can augment other specialized retainers quite nicely.
You might even be a marketing strategy consultant who understands the concepts of digital marketing but doesn’t have experience in the AdWords platform. This situation would make white label PPC ideal because the experts in question can execute on that strategy in the trenches while the consultant or agency in question can still communicate everything to the client.
The challenge is in organizing your own team and partners together for the end client—and, as you’re probably aware, it’s best to assign a single point of contact to funnel all communication. Don’t force your specialists to waste precious billable hours explaining niche ideas to the client.
Many PPC experts will charge a certain percent of the ad budget for their services. Take the time to work out an appropriate compensation plan with each white label PPC provider to make sure that you don’t overcharge the end client—or yourself.
What to Ask a PPC Expert Before Signing a Contract
Obviously, you don’t want to get sucked into a contract with a dubious company. Get the necessary information while you’re in talks with a PPC consultant or agency.
Don’t expect a consultant to reveal all the secrets of their trade, but you should walk away with the high-level points of that consultant’s plan while you consider a proposal.
Outline a General PPC Strategy First
One company we’ve worked with in the past once paid another “big brand” agency over $200,000 per month to throw up generic display ads on the internet. The cost for a lead (yes, a lead, not a sale) exceeded $16,000.
Let that sink in for a moment: a $16,000 lead. Not even Apple can sustain lazy marketing like that.
The problem is that this client never asked the agency for a plan, so that agency just spent the budget without any goals in mind. They didn’t even create the ads, either. They just took some basic creative concepts from the client and slapped it into AdWords.
Avoid the same pitfall by getting a high-level strategy from a prospective PPC agency before you sign a contract. Its reps or owners won’t be able to spill the beans on everything—or else you could walk away without paying them for their work—but you should know:
- What they plan to accomplish,
- Which channels they plan to use
- Ballpark estimates on cost per click
Clarify How PPC Reporting Will Work
This one isn’t hard, but shady agencies like the one we mentioned above will skirt around PPC reporting because they don’t do great work (and they want to hide it).
Ask for these metrics on a monthly basis:
- Click-Through Rate
- Cost Per Click
- Conversion Rate
- Bounce Rate
These can be pulled from AdWords reports pretty easily. We’ve also created visual dashboards that can be viewed at any time in Google Data Studio, which takes substantially more work… but it’s usually worth the effort.
Stay alert for consultants who try to skirt around PPC reporting, making sure that it’s never forgotten or swept under the rug.
Make Sure PPC Keyword Research Happens First
Any PPC agency that doesn’t think it needs to do extensive keyword research is a joke, plain and simple.
Search advertising is the best paid acquisition channel by far within the PPC umbrella, opening up the gateway to remarketing possibilities through other key channels. That’s why acquisition begins with search ads.
Honestly, check on your campaigns once in a while. One company we worked with was pouring $1,500 per day into a campaign with only 18 keywords. Just 18! That included the same keywords used for all match types, including:
- Broad Match
- Broad Match Modified
- Phrase Match
- Exact Match
They were really just running with 6 keywords being triggered a few different ways.
After being enlisted, we uncovered over 400 unique keywords from Google’s Keyword Planner alone. This tripled in number when we created the same variants for the four match types listed just above.
That’s 1,200 keywords compared to just 18. We hadn’t even gotten around to the competitive keyword research, creating the landing pages, or writing the actual ads!
Not all of those keywords are going to be winners, of course—but your PPC consultant needs to put in the work to do the proper keyword research in order to find that information in the first place. Without research and testing, you could be leaving a lot of money on the table.
Without it, you’ll never know what better keywords are out there. Those keywords could convert twice as much as your current top-performers.
Optimizing PPC campaigns means putting in the hard work, plain and simple.
Get Some Details on PPC Bid Management
How your PPC agency manages bids will have a huge impact on the cost-effectiveness of your marketing.
The caveat here is that no PPC expert can provide solid bid management strategies without diving into your account, looking at any historical data already present, and making informed recommendations.
What you really want to look for here is that the consultant or agency understands the mechanics at play with bid management. They can adjust bids by device, time of day, or keyword (for a start).
Feel comfortable that they know what they’re talking about before signing anything.
Make Sure They Use PPC Landing Pages
Remember that big brand-name advertiser we mentioned a few sections above? The one that wasted over $200,000 per month on useless advertising? It also sent ad traffic to the client’s home page.
That was an amateur’s mistake.
Your website is informational—especially the home page. It exists to let customers learn more about you, as a brand or business, slowly building trust.
Ad traffic doesn’t work that way, generally speaking. Ad traffic captures leads with existing and/or nurtured intent and sends them to a focused page that gives them an offer, eliminating all other links and distractions that exist on normal web pages.
Those focused pages are called landing pages, and we’d be happy to show you what those look like over a coffee.
If an agency or consultant doesn’t seem to know what landing pages are (or claims not to need them), then walk away. Or run.
Ask for a PPC Audit
If you’re already running PPC campaigns while you’re in talks with an agency to manage them, then you already know that you want a second opinion.
Get a formal one from the company courting you, touching on things like this:
- Do your campaigns have effective costs-per-click?
- Are all keyword opportunities being explored?
- Are all landing pages optimized for Ad Rank?
- Is your Quality Score high enough?
- Are proper tracking mechanisms are in place?
- Are the ads themselves free of errors?
- Are remarketing campaigns in place?
It may be complementary or it may come with a fee, depending on the agency or consultant, but don’t shy away from it—even if you’re a small business. PPC audits tell you what your campaigns are doing well, what they’re doing absolutely wrong, and what needs to be done to take things to the next level.
Can you imagine telling an accountant to skip over the details of your tax returns? How much money would you leave on the table, and how much risk would you take on by ignoring close scrutiny?
PPC audits serve the same function so always get one before taking on a new agency (or as a first task for that new agency).
Which PPC Software or Platform Should You Use?
It’s important to understand that handling the top PPC platforms is a part of most full-fledged digital advertising stacks.
Many of those platforms are tied to different audiences directly, such as:
- Google Ads (formerly called AdWords), including the Google Display Network
- Bing Ads (for the Microsoft Bing Search engine)
- Facebook Ads (this includes Instagram)
- Twitter Ads (though we don’t recommend this one)
- Independent ad exchanges
Those are the actual ad platforms, but there are several other kinds of PPC software that can help you manage or optimize multiple ad platforms:
These third-party platforms help you manage or optimize the primary ad platforms, but you don’t need all of them (or even most of them). What is PPC software, if not slightly confusing, right?
Google PPC Is the Largest Platform
Google’s PPC platform is the original gangster of the digital advertising world. If you are just starting out with ads, then this is where you should do it.
Google’s PPC ads include every type that’s scalable, at present, and touches on just about every kind of site possible. There are independent ad exchanges out there that might specialize in certain industry ads (such as finance or employment), but Google is where you want to start.
Don’t Underestimate the Microsoft Bing PPC Platform
Bing Ads is worth considering as well, boasting a PPC market share of 9% globally, 33% in America, and 17% in Canada.
It essentially copies the Google Ads platform, but that’s not a bad thing for you as an advertiser. This actually keeps everything more consistent so that you don’t need to re-learn an entirely new kind of software. You can just import your settings and reach new audiences.
Once you think you’ve optimized your campaigns appropriately in Google Ads, consider replicating it in Bing for a boost.
Facebook PPC Works Well… With a Plan
Facebook has long since become too big to ignore, but it’s ad platform works differently from Google or Bing Ads. It’s not a search engine or an extended display network, after all, but a social media network.
As such, Facebook PPC advertising can tap into a treasure trove of demographic data for excellent retargeting right where people spend a substantial amount of their time—on Facebook itself.
You can target people by age, location, and a ton of ad-hoc interests that let you expand your advertising audiences. It works fantastically for acquisition and remarketing.
Amazon PPC Works for eCommerce Businesses
Where better to advertise your eCommerce products than with the mother of all eCommerce websites?
Amazon offers its own PPC advertising service for shoppers visiting its website or app. This lets you grab customers who are close to the point of sale or who have just committed to a sale—at the bottom of the funnel either way.
Amazon PPC management needs to reflect a full funnel using multiple tools:
- Sponsored Products
- Headline Ads
- Your own Amazon Store
Your own store is where you can showcase your products to your customers, but you need to acquire them from elsewhere on Amazon with Headline ads and Sponsored Product ads.
Look into PPC Scope for Amazon
Check out PPC Scope for Amazon advertising if you aren’t sure where to start.
This is a good place to start if you’re unfamiliar with PPC advertising in general, if you still think Amazon’s PPC platform is the place to start your marketing campaign.
PPC Scope’s pricing ranges from $20 to $85 per month in USD, so be very careful with how much you spend every month. You need to make sure that the cost of your ads and this software can be justified by the return on investment.
Does Reddit PPC Work?
Reddit has joined the PPC advertising bandwagon recently, but it’s too recent to have established a reputation for quality.
Just be aware that the Reddit community takes a pretty hard stance against obvious advertisers. Case in point: in the screenshot below, a post earned over 10,000 upvotes for advising other Redditors to avoid engaging with ads.
You can run three types of ads on Reddit:
- Native: these look like other Reddit posts, complete with upvote and downvote buttons. They tend to perform the best.
- Video: only select publishers (advertisers) get access to Reddit’s video ads for now, so there’s not much data available to analyze.
- Display: these are image ads that accompany regular Reddit feeds. About 85% of people pay attention to them for now, but that may also be because they’re so new and out of the ordinary.
Time will tell how successful Reddit PPC ads will be, but it’s definitely worth a shot once you have everything else figured out.
Just proceed with caution. The Reddit community is notorious for ripping into regular users trying to advertise in their space, and we guarantee that your brand will be no exception. You will not find a more difficult channel to master, so tread carefully here.
Pass on the Baidu PPC Platform (With One Exception)
Baidu is huge, but it’s not for North American or European audiences. It owns 73% of the Chinese search engine market.
This means that Baidu is only worth your advertising budget if you sell products or services in China.
It should go without saying that if someone tries to sell you PPC services using Baidu when you have no business dealings in China, then run in the other direction and don’t look back.
Time to Get Out There and Earn Some Leads!
That’s our guide for everything you might want to know about PPC advertising!
Let us know what you think, and feel free to ask us for some pointers—even if you’re going to manage your PPC campaigns on your own for now.
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