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Pay-Per-Click advertising is always a work in progress. Testing remains the underlying task for every online advertising firm from start to finish. Improvement of any process or campaign can be judged solely from the ability to evolve, which in turn is a product of concrete changes determined via testing. Testing is the pivotal aspect of a PPC campaign, so the testing process must be thoroughly understood to truly create a successful PPC campaign. Strange as it may sound, many PPC amateurs choose keywords at random, create an advert and then sit back.
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