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Advertiser Setup: The advertiser creates an online advertising campaign on a PPC platform, such as Google Ads, Microsoft Advertising, or social media platforms like Facebook Ads or LinkedIn Ads. They define their target audience, set a budget, and create ad copy.
Keyword Research: For search engine PPC campaigns, advertisers research and select relevant keywords related to their business or products/services. These keywords are used to trigger their ads when users search for those terms.