Excerpt: The magic bullet of PPC

There’s been so much advice about PPC recently, and it is all wrong.

Google seem to keep changing the rules and people keep coming up with great new theories about what the new magic bullet of PPC is.

But what people don’t seem tobe grasping, is that while the rules for calculations may change, the basic principle does not. It never will.

You need to go back to basics and understand the 1 unequivocal rule of Google, that will always exists, in whatever disguise. It will exist for all time and your running up stream if you don;t deploy this seminal tactic.

If you don’t get his, you wont have a happy PPC life.

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