With the advent of online advertising and particularly pay per click (PPC), we now have the tools to spend only on what delivers results beyond the clicks. We teach you how to set PPC goals, how to choose and use search keywords in the pay per click campaign, how to write search ads, how to employ suitable geographic targeting, how to use ad frequency capping, exploit re-marketing along with the importance of Relevance and Quality Scoring. Display advertising and Cost Per Thousand (CPM) are also evaluated in the context of a successful PPC campaign.
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