Show Me The Money: Following The PPC Keywords That Make Dollars & Sense

by Pauline Jakober
Keywords and search queries can mean different things to different people. That’s where intent comes in. You might, for example, have one keyword that serves multiple personas. So the work that you need to do to qualify those leads in a PPC environment typically happens at the ad creative and landing page level, not necessarily with the PPC campaign structure.Read the full article