Google AdWords can be a little intimidating when you’re just starting out. There are a handful of decisions to make when you’re setting up your campaign, and it’s not always clear how to approach them. Here's an eBook to help you. According to the last page of the book, you should have a solid understanding of how paid search works, and a strong foundation to create and manage a paid search campaign for your business.
http://cdn1.hubspot.com/hub/53/archive/docs/introductory_guide_to_ppc.pdf
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