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PPC Keywords

PPC keyword strategy is the crux of any successful paid search campaign. Get advice for choosing and refining PPC keywords, including keyword match types, bidding hacks, and insights into reporting that can help you optimize your PPC keyword strategy.

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Fail to Succeed: Steer Clear of Overconfidence to Win at PPC

By Andrew Goodman
In Keywords, Methodology
January 16, 2020

In what some readers interpreted as a piece of gentle advice to startup founders, Seth Godin recently took issue with the cocky approach to strategy embodied in the remark: “I don’t see how it could fail.” If you haven’t studied various ways that your product could fail to connect with its target market, then you might not have deep enough insight into how difficult the journey is...

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About the Author

Andrew Goodman is Founder & President of Page Zero Media. His accomplishments include writing the first-ever full-length book about Google AdWords, heading up this Google Ads Premier Partner agency, maintaining a string of 48 consecutive speaking engagements at Search Engine Strategies in North America, co-founding a startup called HomeStars, and wearing the dickens out of a lab coat at the SMX Advanced session called Mad Scientists. His active lifestyle requires increasingly elaborate bowls of yogurt. He works from the Toronto office as well as a home office in Fredericton, NB.

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