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it took me 2 ppc campaigns to figure out how to do it.
the first one i got my ass handed to me.
the second one i barely broke even.
just like SEO, ppc is a skill. however, SEO is "free", while ppc is expensive until you learn how to do it.
plus there's nothing like paying full price for SE clicks and find out the hits are being sent from foreign click farms.
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