Google makes small changes to its algorithm every day. But every so often, it releases a significant update that rocks the marketing community.

So what's the latest big change you need to know?

Google’s is changing the way search engines return paid results for keyword queries.

Why is this important?

Because keywords form the basis of how pay-per-click ads work, this update may lead to drastic changes in pay-per-click (PPC) campaign effectiveness.

Keep reading to learn what you can do to adapt your keyword and PPC strategy accordingly.

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Keyword research is an essential part of SEO, content strategy and pay per click (PPC) campaigns. Essentially, keyword research is the process of identifying the keywords your customers search for the most.

While it may sound simple, keyword research is actually a complicated process. Since any word or phrase can be considered a keyword, there are countless options to choose from. Since no business can afford to pay for PPC ads for all the keywords, you need to narrow the list down considerably.

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