Material Detail

This is a chapter in a 12 chapter textbook regarding Digital Marketing. Paid search is a powerful digital marketing tool that requires careful strategy and ongoing optimization. We covered campaign setup, keyword research, ad copy, match types, Quality Score, and search networks, as well as advanced techniques like site links, star ratings, and location targeting. Measuring, testing, and refining your campaigns is essential. For large budgets or complex campaigns, working with experts or agencies ensures effectiveness until you gain the skills to manage them yourself. This chapter would be appropriate for an upper level Marketing class or E-commerce class.

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