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PPC ads are the results that show up at the top and on the right-hand side of some Google searches; they’re the ads that you see on the right-hand side of Facebook; they’re the ads marketers have paid to be shown to you when you search for given keyword phrases, rather than organic search results achieved through SEO.

Managed wisely, AdWords and other PPC campaigns can provide a healthy ROI. Done incorrectly, PPC can be an exercise in futility. So where to begin with PPC?

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