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So you’ve begun the process of setting up your pay per click (PPC) campaign. While there are hundreds of articles and discussion boards on the importance of setting up goals and expectations and of course keyword research; there is not much information about budget allocation. Although no one can explicitly tell you how much money you should be allotting to a certain keyword, or how much to designate for each search engine, there are a few best practices and industry insights that can guide you in determining where your budget should go and why.
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