• Saad Kamal, Wednesday, December 17, 2008 2:15 PM

Few people who have small businesses really understand how to play the pay-per-click game, according to Saad Kamal, whose friend spent more than $4,800 on PPC campaigns in a little more than two months. The friend used AdWords and Yahoo Search Marketing and didn't see a return on investment.

After digging his friend out of the SEM mess, Kamal decided to put together a list of tips that should bring success to "any average Joe" who implements a PPC campaign. Suggesting a few ideas that some may disagree with, Kamal explains these unconventional ideas have worked for him. They include using negative keywords effectively; not bidding on content networks; and creating separate ad groups, ads and landing pages.

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