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How to Implement a Successful Video Ad Campaign

|
June 7, 2023

Visuals are an essential part of marketing in this day and age because it takes very little for video content to go viral, engage audiences and achieve promotional goals.

However, it takes a lot to create videos that can do all that. You have to work on creative conceptualization, scripting, shooting, and, last but not least, editing. It can take several months to create a single project.

However, there may be an easier way to create and implement a successful video campaigns, especially if you are making ads. If done right,  you can base your entire video campaign on one very well-done video advertisement.

How To Create A Campaign Using Video Ads

How To Create A Campaign Using Video Ads

First, you need to come up with an idea and turn it into a script. Use that as a baseline to brainstorm your approach to video production. It’s all right to spend a day or two shooting different versions of the same video ads.

Let’s discuss what it takes to do this:

Develop A Strategy That Plays With A Multitude Of Options

The perfect video ads showcases the benefits of your product or service with the consumer’s needs bringing the two together in a hilarious or heartfelt concoction that has what it takes to go viral.

However, the only problem in this scenario is that you can only execute one variation of this idea. Some ideas, though significant, can be limited. They take away the ability to make a subsequent ad (or sequel) that is just as good and does not feel like a lower-quality remake. An example would be the google ads by Kmart’s.

Their first ad was “I Shipped My Pants,” and they followed up with “Big Gas Savings,” which was not nearly as successful because it felt like a weaker reiteration of a similar concept.

Look for a larger-than-life idea so that you can make multiple variations that are all clever. You do not want to leave your target audience thinking, “I get it, now stop.” They should like to see what other impressive ideas you can come up with.

If you cannot find inspiration and keep going back to using the same gimmicks for your campaigns, it is time to brainstorm and start from scratch. A campaign is like an umbrella; it encompasses the main idea while bringing the viewer new insights.

Knowing How YouTube Ads Work

PPC campaigns can leverage YouTube as a video marketing tool, but you need to understand all the YouTube ad services you can use. Here are the three main options to consider when advertising on YouTube:

Non-Skippable Ads

These ads are ideally between 15 to 20 seconds long, and you get charged based on the number of times someone views the ad. The major disadvantage of this is that people are selective and may not choose to watch your ad.

TrueView Ads

TrueView Ads

These ads are played either during a YouTube video or before it. Those viewing can press skip after five seconds have passed. You are only charged if viewers watch it for a minimum of 30 seconds or till the end (depending on which comes first) or click on interactive elements of your stream.

Bumper Ads

These are what you should be aiming for! Bumper ads on YouTube last for six seconds and cannot be skipped. They play before another video is played. Even though six seconds do not feel very long, they can serve as reminders related to the messaging of your video campaigns. These ads can be created in one take, making them preferable.

These types of YouTube ads work best if sequenced in Google Ads. You can commence your campaign by showing audiences the leading commercial, branching out afterward. They will then be able to see the other videos after watching the main ad a couple of times.

In these ads, you can keep the same strategy and characters but change up the video content of the rest of the google ads to execute your campaign successfully.

Choose A Versatile Location

Planning out different settings within your shoot is based on the script and your location. If you want to make the most out of your time on set, you will need a versatile site that can work according to what is required for the script.

Utilize a massive chunk of your campaign budget in getting a location where you can maximize your time. It should have different rooms for other video shoots or indoor and outdoor ones to play out the different scenarios.

Other Aspects To Keep In Mind When Developing A Video Ad Campaign

Digital Video Ad Campaign Success Metrics

Going through the process mentioned above will help you implement a successful video ads campaign. However, there still are other aspects that you should keep in mind when developing your video ad campaign strategy:

Focus On The First Few Seconds

In this day and age, the attention span of viewers is rapidly decreasing due to the influx of content on social media platforms.

Due to this phenomenon, you need to devise a video ads campaign that grabs the viewer’s attention before they skip the ad and move on.

To make it more interesting for viewers, use a statement equivalent to clickbait right when your video begins. This line can quickly create an interest within your target audience who will stay to watch the rest of the ad. The statement could be asking a relatable question, providing insight, highlighting a significant problem, or offering a much-needed solution.

It would help if you also considered the visuals you use within the first few seconds of the video ad. Sometimes, video ads can play on mute automatically, depending on the platform. If you use captivating visuals, people will be intrigued and want to know the message behind the video.

Just remember to pay close attention to how the first five seconds of the video ad will go, as those critical seconds will determine whether you will get the views you need.

Timing Is Key

Creating an effective video ad depends a lot on timing. You may capture the audience’s attention for the first few seconds, but what will keep them viewing the whole ad?

It is always important to keep in mind that people rarely use social media platforms to receive ads. They would instead search for information, interact with friends or seek entertainment. This, in turn, suggests that your ad depends on borrowed time.

Ensure that you create a video ad that is long enough so that it conveys the message you are trying to send out but short enough that people do not click away. The preferred length for video ads is thirty to sixty seconds.

Create Value For Your Viewers

Pointing out a problem is not what your ad should be doing because they would probably already know it if someone has that problem. You should also not just end the video by saying you have a solution because several businesses may be offering the same answer.

It would be best to make viewers understand why your offerings are better than existing products or services in the market. For this, you need to highlight your USP (unique selling point) and make sure relevant points regarding it are clearly iterated.

You need to execute this with a subtle approach because there is a thin line between being helpful and sounding boastful.

Make Use Of Intent-Based Targeting

Due to the advancement in technology, video marketing has gone from targeting random audiences to targeting the right ones. However, there is also a lot more competition. You do not just need to target the correct viewers but also at the proper time.

The right time depends on the goal of your video campaigns. If you have a good understanding of the market you are targeting; you should clarify what people want out of this market.

This process involves a lot of trial and error and guesswork, but an option that has proven to be very effective is using intent signals to target potential customers. This is majorly effective, especially if you want more visits to your store or generate leads. But what is an intent signal?

An ‘intent signal’ basically is a way to identify your target market based on their intent, i.e., what they need and how soon do they need it.

However, it goes beyond this, as you need to focus your efforts on showing them the ad when they need it at the exact time they need to watch it.

For example, if you perform cosmetic procedures and want to promote a specific service, you will target those interested in such operations. Thus, you choose the demographics of those who are most interested in the service or product you are offering.

This strategy can serve as a goldmine and reel in solid leads with a better chance of converting into sales.

To Conclude

You can create a widely popular video ad campaign even if you do not have a considerable budget or much time. It depends on you and your team’s ability to create a strategy that can be executed in multiple ways and how well you can use YouTube ads to your advantage.

Using these tips will help you generate more income without compromising the quality, so get to it!

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Timothy Carter
|
August 29, 2025
Master PPC to Generate Hot Leads for Online Courses and E-Learning Platforms

Launching an online course is easy once you’ve created your content. Filling your virtual classroom with motivated, paying learners is a little more challenging. Advertising strategies aren’t intuitive no matter how user-friendly a platform might be, and trying to guess at how to market your courses online can feel like you’re shouting into the void. But with a little knowledge and some expert PPC ad strategies, you can get your courses in front of people who are hungry to learn what you teach.

With precise targeting, a professional strategy, budget control, and regular tracking, a PPC ad campaign can transform your course into a thriving program. The key is knowing how to structure your ad campaigns for both clicks and hot leads that convert. 

Why PPC is the best lead magnet for online learning

Unlike search engine optimization (SEO), which can take months to gain even a little traction, PPC provides you with immediate visibility right where your target users are hanging out. SEO is important but it’s a long-term game that should be executed alongside PPC ads for the best results. While you’re waiting, PPC generates immediate clicks and drives traffic to your website on the spot.

The best part is that when done right, PPC ads offer a high ROI compared to many other advertising methods. According to the data, businesses earn an average of $2 for every $1 they spend on Google Ads, making PPC a powerful resource for course providers. Here’s everything you need to know about mastering PPC to generate hot leads for your online courses.

1. Understand the learner’s journey  

If you want your PPC ads to generate leads ready to buy and not just curious clicks, you need to align your ad strategy with how learners make decisions. Signing up for an online course is not an impulse purchase. It’s a journey that usually starts with curiosity and then moves to research and comparison. When successful, that journey ends with enrollment. 

A one-size-fits-all ad won’t work because a student who is just browsing isn’t ready for the same pitch as someone about to hand over their credit card. Understanding the different parts of the funnel, and tailoring your ad campaigns to match each stage, is what will make your course successful. A typical buyer’s journey for learners involves the following stages:

Stage 1: Awareness

At this stage, your potential students are still exploring broad ideas related to the courses you’re offering. They may not know exactly which course or platform is right for them, but they’re actively looking for options. You’ll need to use a certain type of keyword phrase to capture their attention.

Searches like “learn coding online,” “how to get TEFL certified,” and “language courses for beginners” will work well at this stage. PPC ads in this phase shouldn’t hard-sell enrollment, but rather, focus on positioning your course as credible and informative. 

Think free guides, introductory webinars, and blog posts that answer frequently asked questions about your topic. By nurturing your leads’ interests and providing value right off the bat, you’ll have an easier time becoming a trusted brand that people keep in mind as they move deeper into the journey.

Stage 2: Consideration

During the consideration state prospects know what they want but they’re comparing their options. They’ve narrowed down their choices and are considering factors like price, flexibility, depth, instructor quality, platform, and accreditation. Ideal search terms in this phase are related to specific things that your prospects value or want to achieve like “affordable Python bootcamp,” “online MBA with scholarships,” or “best UX design course with certification.” 

Your PPC ads should also highlight unique selling points for your course like “self-paced learning,” “industry-recognized certificate,” or “job placement success.” It’s at this stage where comparison charts, testimonials, and detailed course previews are highly effective. The goal is to show your prospects why your program beats the competition.

Stage 3: Decision

At this point, hesitation is minimal. Prospects are ready to sign up but might need one last push. This is where urgency, social proof, and simplicity make all the difference. Ads should feature strong calls to action like “Enroll Today,” limited-time incentives like “Save 20% - Ends Sunday.” This is the perfect time to showcase real student success stories. Landing pages for ads in the decision stage should remove all friction. Avoid long forms and distracting links. Just provide a clear and simple path to enrollment.

Keep in mind that most of your ideal market will encounter your brand multiple times along their journey across different devices and platforms, like Instagram, Facebook, and YouTube. Mapping your PPC ad campaigns to these three stages ensures you’re showing up with the right message at the right time. When done correctly, focusing on all three stages with separate messages will turn casual searchers into qualified leads ready to buy your course.

2. Use keyword strategies to target qualified traffic

The backbone of every PPC campaign is your keyword selection. You can write the most convincing ad copy in the world, but if you’re bidding on the wrong phrases you’ll either waste your budget or attract people who have no intention of enrolling. 

Your goal isn’t just to drive traffic to your site. You need to drive qualified traffic – people who are serious about learning what you teach and are ready to invest in themselves. This requires targeting a mix of high-intent keywords, longtail phrases, and negative keywords.

High-intent keywords

Broad keywords like “data science” and “coding” cast a net that’s too wide. You’ll get clicks but most will be from people who are just curious or looking for free resources. To reach people who are committed, you need to target high-intent keywords that show purchase intent. Phrases like “enroll in our data science course” and “online JavaScript certification with ongoing support” will attract users who are actively seeking instruction. 

You’ll pay more for high-intent keywords but they deliver more value and higher conversion rates, and that will increase your ROI when you choose the right ones.

Longtail keywords

Longtail keywords are used to target a smaller pool of people and that’s a good thing. Since these keywords are more focused, the traffic they generate is more valuable. Instead of competing for saturated, general terms like “learn graphic design online,” you target specific phrases like “best graphic design program for working professionals with evening classes.” The people searching with this level of specificity already know what they want, which means they’re more likely to convert. 

If you skip targeting longtail keywords you’re leaving money on the table. Data shows that 70% of all online searches involve longtail phrases – it’s just how people naturally search when they know what they want.

Negative keywords

Your negative keyword list is how you’ll preserve your budget and prevent wasting money on irrelevant clicks. Without a list of words you don’t want your ads to show up for, you’ll end up paying for clicks that never convert. 

 

Build a negative keyword list of words that indicate someone is looking for something free or irrelevant to your course. For example, words like “free,” “PDF,” “torrent,” and “Reddit” are usually used in searches when someone is looking for shortcuts and freebies. Adding these and similar words to your negative keyword list will filter out tire-kickers and boost ROI by preserving your ad budget for relevant prospects.

3. Craft irresistible ad copy

Once you have the right keywords that generate impressions, your ad copy has to do the work to get clicks. Your ads need to grab people right away to prevent them from scrolling and possibly clicking on another course provider’s ad. For e-learning, your ads need to inspire people. Instead of talking about your course you want to highlight what your course will do for the learner. This is accomplished with benefit-driven messaging, emotional triggers, and strong calls-to-action (CTAs).

·      Benefit-driven messaging. Most course providers list features like “40 hours of video content” and “downloadable PDFs,” but these details aren’t going to capture attention at first glance. In fact, telling learners they’re going to need to sit through 40 hours of content right off the bat might be a deterrent.

Instead, your ads should highlight tangible outcomes like “land high-paying clients with our program,” or “start a new career as a web developer in just 12 weeks.” Benefits speak directly to a person’s goals and aspirations, which is far more compelling than a list of specs.

·      Emotional triggers. Emotional triggers are the heart of every marketing strategy, including PPC ads. People make emotional buying decisions and buy courses because they’re chasing a dream, avoiding a fear, or seeking transformation.

Great ad copy taps into these emotions and creates a sense of urgency. For instance, “Don’t miss the enrollment deadline” plays into the fear of missing out, while “Join 10,000 successful graduates” leverages social proof. The right emotional triggers will give people a good reason to act now rather than bookmarking your page and forgetting about it.

·      Clear CTAs. Irresistible ad copy includes a direct, compelling call-to-action that tells the prospect what to do next. Generic instructions don’t cut it. “Learn more,” “Click here,” and similar phrases don’t communicate urgency or value. Choose CTAs that direct prospects to sign up for your course. For example, “Start your free trial” and “Reserve your seat today” work well. 

In a crowded marketplace where hundreds of course creators are competing for the same attention, clarity and emotion will generate better results. Lead with benefits and tap into people’s emotions and your ad copy will generate serious leads. 

4. Design landing pages that convert

Generating clicks from your ads is only the first half of the equation. Once a prospect clicks your landing page needs to convert them to a paying customer or your ad spend goes to waste. Your landing page is like the final pitch where prospective students choose whether to enroll in your course or move on. If your landing pages create any confusion, friction, or distrust, your prospects will lean toward other course creators. On the other hand, an optimized landing page can become a conversion generating machine. 

Your landing pages should be simple and clean without too much information. The page content should be specifically designed to direct people to sign up for your course. You want to eliminate navigation menus and sidebars to prevent people from clicking away from the page and getting distracted. Each landing page should have one end goal, either to get sign-ups/purchases or apply for acceptance if required. Too many options will create cognitive overload and reduce the chance of any action. 

It’s crucial to include trust elements on your landing pages. When people are thinking about investing their time and money in an online course, they’re naturally going to be skeptical. This is where trust signals can help. Testimonials, instructor bios, refund guarantees, and case studies will help build your course credibility. The goal here is to reassure people that your program is legitimate and worth their investment. 

5. Track metrics that matter

Clicks are important but they’re somewhat of a vanity metric when measured on their own. The only time clicks matter is when you’re looking at your conversion rate. If you generate 100 clicks and get 40 people to enroll that’s much better than generating 1,000 clicks and only getting one person to enroll in your course.

The metrics that matter most are your conversion rate, your cost per lead (CPL), and lifetime customer value (LTV). For instance, you’ll want to track completed signups, demo requests, and enrollments rather than overall clicks. 

Cost per lead is a simple measurement that can tell you how efficient your campaign is. For instance, if you’re paying $50 per lead but your average enrollment fee is $500, your margins are good. If your CPL is too close to your revenue then your course might be priced too low or you need to adjust your targeted keywords.  

For e-learning, many students invest in more than one course or renew their subscription, which increases their lifetime value to your business. Tracking LTV will help you determine how much you can afford to spend acquiring each new student. For example, if your LTV average is $1,500, it makes sense to spend $200 to acquire each lead. This long-term view helps you maintain profitability and allows you to outbid your competitors who aren’t willing to spend much.

6. Split test your ads

PPC ads require fine-tuning and you can’t just “set it and forget it.” What works today might underperform tomorrow or not perform at all on other platforms. Even small changes can make a huge difference in conversions and that’s why it’s important to test variations. For example, Dell is just one example of a company that saw a 300% increase in conversions from A/B testing. 

By running experiments to test different elements you can identify what resonates most with your target audience and optimize your ads based on those results. The most important elements to test are your headlines, CTAs, and images. 

·      Testing headlines. Your ad headline is usually the first thing a prospect sees. Testing different headlines can help identify which promises resonate most. For example, “Land your dream job” might appeal to people looking for a new career, while “Get certified in 12 weeks” might hook people in a hurry. If you get more conversions from the former, your main audience is likely people looking for a new career, and you can tailor your ads to that group.

·      Testing CTAs. A strong CTA can generate more clicks, but what works will depend on your audience. For example, “Get started today” might work for some courses while “Reserve your spot” works better for others. Avoid vague CTAs like “Learn more” that don’t instruct people to take action.

·      Testing visuals. Images can put people off or draw them closer. Visuals are processed faster than text and are perceived in a split-second. A single image can make or break an ad. For instance, sometimes a photo of an instructor works well, but other times it’s better to use abstract graphics. 

Split testing isn’t optional when you’re running PPC ads. It’s the only way to know which elements make your ads more effective.

Turn your ads into enrollment

At the end of the day, PPC is a great way to build a pipeline of motivated students who want to enroll in your courses. By aligning your campaign with the learner’s journey and optimizing your ads and landing pages for conversions, you can turn your PPC campaign into a reliable growth engine. As the e-learning market becomes more competitive, ads that hit hard are a must. 

If you’re ready to stop wasting ad spend and start filling your online classrooms with qualified leads, it’s time to bring in PPC experts. At PPC.co, we specialize in turning clicks into enrollments through high-converting campaigns that deliver qualified leads for online course creators . Contact our team today and let’s build campaigns that fill your classroom.

‍

Samuel Edwards
|
August 22, 2025
PPC Ad Trends by Sector & The Impact of AI

Pay-per-click (PPC) remains one of the fastest paths to pipeline, but the economics vary widely by industry and are shifting as AI reshapes the SERP. CPCs are up versus prior years, conversion rates have improved in many categories, and lead quality is increasingly a function of how well advertisers feed first-party data into bidding models.

The table below summarizes 2025 search-PPC benchmarks by sector—CPC, conversion rate (CVR), and cost per lead (CPL)—so you can compare what “good” looks like in your niche and calibrate ROI assumptions.

Use these numbers as directional guardrails, then layer in your own close rates and LTV to get to the only metric that matters: profitable growth.

PPC ROI Benchmarks by Industry (U.S. Search PPC, 2025)
SectorCPC (2025)CVR (2025)CPL (2025)Notes
Attorneys & Legal$8.585.09%$131.63Intake speed drives ROI.
Home Services$7.857.33%$90.92Strong local intent.
Healthcare (Physicians & Surgeons)$5.0011.62%$56.83Appointment UX boosts CVR.
Real Estate$2.533.28%~$100.48Lean on LSAs/retargeting.
B2B / Business Services$5.585.14%$103.54Optimize to qualified pipeline.
Restaurants & Food$2.057.09%$30.27Fast payback with ordering.
Automotive – Repair/Service$3.9014.67%$28.50Top-tier CVR locally.

ROAS reference points (revenue-based, not lead-based)

  • Median Google Ads ROAS (all, Apr ’25): 3.31x. Varos
  • By industry (PPC / SEM ROAS): Construction 2.25x, eCommerce 2.05x, B2B SaaS 1.70x, Cybersecurity 1.40x, Financial Services 1.05x (SEO ROAS is much higher in many of these, underscoring channel mix). First Page Sage
  • B2B attribution wrinkle: One study claims very high influenced ROAS from branded search; treat as upper-funnel contribution vs. strict last-click ROI. Dreamdata
20-year trend of PPC ROI by industry (2005–2025). Each line represents an industry’s estimated return on ad spend (ROAS multiple), highlighting how ROI has generally declined over time due to rising CPCs, competition, and AI-driven SERP changes—with some verticals (like home services and healthcare) holding steadier than others (like legal and real estate).

What AI changes next (and how it affects ROI)

  1. SERP real estate is shifting
    AI Overviews reduce available clicks and push some journeys into AI modules → lower CTRs and potentially higher CPCs on remaining commercial queries. Expect more ads embedded inside AI answers; you won’t yet target AIO directly, but existing campaigns will surface there. Track impression share & auction insights for queries that trigger AIO. EMARKETER Digiday Business Insider
  2. Automation will keep compressing performance gaps
    Broad match + Smart Bidding + PMax/Asset Gen keep improving. With CPL up modestly but CVR improving in 2025, automation is finding higher-intent pockets—if creative and offline conversion signals are strong. Feed Enhanced Conversions, Offline Conversion Import (OCI), and CRM quality signals to guide the models toward profitable leads. LocaliQ
  3. Privacy & measurement
    Third-party cookies’ slow-roll and Sandbox testing keep the emphasis on consented first-party data and modeled conversions. Make sure Consent Mode, EC, and server-side tagging are dialed in to preserve measurement (and therefore Smart Bidding’s accuracy). Google HelpPrivacy Sandbox

In short, AI is changing the way PPC campaign management is occurring, and it's happening FAST.

Sector-specific expectations (next 6–12 months)

  • Legal: Expect continued high CPLs; ROI hinges on intake speed and close rates. Lean into LSAs (pay-per-lead), call tracking, and qualification automation to protect ROAS. LocaliQ
  • Healthcare: Mixed CPLs by specialty; physicians/surgeons CVR remains strong. Invest in appointment UX, pre-qual triage, and HIPAA-safe OCI to let bidding value true patients. LocaliQ+1
  • Home Services: Favorable CVR/CTR; protect ROI by geofencing, lead-quality filters, and rapid scheduling flows (SMS). LocaliQ
  • Real Estate: Low CVR keeps CPL high; pair search with retargeting and LSAs where eligible. Tighten geo/keyword intent and push more first-party audience lists. LocaliQ
  • B2B SaaS/Pro Services: Lower PPC ROAS norms; success depends on lifecycle value and pipeline attribution. Broaden to PMax + LinkedIn audience imports and optimize to qualified opportunity value, not raw leads. First Page Sage
  • E-commerce: Aggregate ROAS around 3x is common but volatile by category. Creative iteration speed (UGC, feeds, promos) + PMax structure make the difference. Varos

Quick math template (plug your numbers)

ROI ≈ (Close-Rate × Avg Customer LTV ÷ CPL) − 1

Example (legal): if close-rate 12% and LTV $6,000 on CPL $132 → ROI ≈ (0.12×6000 / 132) −1 ≈ 4.45x (345% net). Improve any one input (faster intake bumps close-rate; better routing lowers CPL) and ROI jumps. Benchmarks for CPL/CVR above provide solid starting points. LocaliQ

What to test now (90-day plan)

  1. Measurement & signals: Ensure Consent Mode v2, Enhanced Conversions, and Offline Conversion Import are live; bid to qualified lead values, not just raw form fills. Google Help
  2. SERP/AIO resilience: Track segments where AIO appears; shift budget into high-intent themes and LSAs (legal/home services) and watch paid share of voice. LocaliQ
  3. Model-friendly structure: Use broad match + value-based bidding, and PMax with clean asset groups (feed + creative variants). Expect CVR tailwinds even if CPC creeps up. LocaliQ
  4. Creative velocity with AI: Generate multiple copy/visual angles; keep winners and rotate weekly. (Meta/Google automation rewards fresh, relevant assets.) Business Insider

Conclusion

PPC will keep paying when two things are true:

(1) you can convert and qualify leads quickly, and

(2) your bidding models are trained on the outcomes that actually make you money.

As AI compresses differences in targeting, the edge shifts to first-party data, creative velocity, and value-based bidding.

Treat the benchmarks above as starting points, then rebuild your ROI math from the ground up: ROI ≈ (Close Rate × LTV ÷ CPL).

‍

Contact us today for your customized PPC audit to see how we can improve your search engine marketing ad spend.

Recent Posts

Master PPC to Generate Hot Leads for Online Courses and E-Learning Platforms
Timothy Carter
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August 29, 2025
PPC Ad Trends by Sector & The Impact of AI
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August 22, 2025
Car Dealerships: Why Retargeting Should Be a Key Part of Your PPC Strategy
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Web Hosting Providers: How to Generate Quality Leads with PPC Ads
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