Paid Search - A Column From Search Engine Land Last week, Page Zero Media held a seminar in Toronto called Winning the Paid Search Game. In the intensive half day seminar, we focused on tactical PPC issues like ad copy generation, landing page optimization and the differences between the search engines. But strategy is possibly even more important than tactics – envisioning the “endgame” well beyond the click helps you do a lot better in the opening game (bidding on keywords).

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