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Keyword Strategy

In: The Definitive Guide to Google AdWords

Author

Listed:
  • Bart Weller
  • Lori Calcott

Abstract

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.

Suggested Citation

  • Bart Weller & Lori Calcott, 2012. "Keyword Strategy," Springer Books, in: The Definitive Guide to Google AdWords, chapter 0, pages 105-131, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4302-4015-0_6
    DOI: 10.1007/978-1-4302-4015-0_6
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