Discuss the role of keywords in online advertising, particularly in pay-per-click (PPC) campaigns. How do advertisers select and optimize keywords for better ad performance?

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter17: Advertising And Public Relations
Section: Chapter Questions
Problem 5DRQ
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Discuss the role of keywords in online advertising, particularly in pay-per-click (PPC) campaigns. How do advertisers select and optimize keywords for better ad performance?

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ISBN:
9780357033791
Author:
Pride, William M
Publisher:
South Western Educational Publishing