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SEM, PPC, Paid Search, whatever you choose to call it, is a great way of driving targeted shoppers to your digital platforms. Search engines have been the always on channel of the internet since the late 1990s and Paid Search gives us the opportunity to maximise its potential beyond the effectiveness of SEO.
Optimizing your ads is critical to success and the below guide, pulled together from the book Digital Marketing Strategy, is designed to help you build effective advertising strategies.
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