This episode focuses on the major components of a Pay Per Click campaign. From the strategic to the tactical minutiae, David gets you organized for a program using the latest intelligence, tools and best-practices. He likens the process of executing a PPC campaign to a 10 cylinder engine -- if one spark plug is bad, the car doesn't run well. Let's get the timing down! (No fouled fuel injectors for YOUR PPC campaign!)“Ten Cylinder Engine” Components:Customers Segmentation/Personas; Keywords as an expression of needsKeywords research Excel and intuition; Nouns and root words that create a need or desire, cancatonization "The Permutator"Architecture: Campaign settings and architectureAd Groups: Aggregating keywords into tight groupsBudgets and Bids managementZero to 60, but slowly: Start the campaign in stages, quality score, google slapAd excellence: Display ads and Search Ads Best PracticesLanding Pages: Optimization Best PracticesReporting and interpreting dataTesting and refinement