Week 1: Research Keywords Keyword research is one of the most important tasks in the discipline of ppc market- ing. the search queries that match keywords give you a window into the minds of your prospective customers, and the right combination of words can tell you a lot about a prospect's intent and background. by carefully choosing and organizing your key- words, you can put relevant ads and content in front of the right people at the right time--people who will hopefully become your customers. Monday: Defining Personas assembling a comprehensive keyword list is one of the most important tasks in creat- ing successful ppc campaigns. your objective is to anticipate every possible way that a prospective customer could search for your product or service. your target audience is composed of people with varying backgrounds, living in different geographical regions, who frequently search for the same product in different ways. Knowing this, your target market can be broken down into subgroups whose shared attributes differ from one another. subgroups can differ in age, location, salary level, and the amount of time the individuals spend doing research before making a buying decision. we recommend thinking of these subgroups as personas or people types that encompass a set of common attributes. after you have defined some personas, you can more easily imagine the keywords and ad copy to which each group would respond best. 50 M pa i g n s t Ru c t u R e