Difference between the display URL and the landing page

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  1. What is the difference between the display URL and the landing page URL, and what is the function of each?
  2. How is the content network different from the search network? How do the differences affect the advertiser?
  3. What is the importance of long-tail keywords in a PPC (pay-per-click) campaign?
  4. Following the examples above, give examples of when you’d use an exact match and negative match. When is it OK to use a broad match?
  5. Search for some keywords specific to a major brand you know. Click on the ad and evaluate the landing page. Do the same with another brand. What comparisons can you make? What did the two brands do differently with their landing pages? What did they do the same?
  6. Using some of the free keyword tools listed in Chapter 7 in section 7.5, develop a sample list of keywords for a client of your choice.