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The marketplace is very familiar with Black Hat SEO tactics and discussions, and full of great ideas. But what about PPC? PPC discussions at conferences center around ways to manage, monitor, optimize, and measure your paid search campaigns. But the reality is that when implementing paid campaigns expert practitioners rely on more than straightforward bid management. This session will bring together three experts in PPC campaign management who will disclose ways which they assist paid campaigns beyond the normally documented limits generally discussed.