This is the 2nd post in the Small Business Essentials Series. For more on David and how Peter walked him through the first step of getting his PPC campaigns set up, visit the first post in the series: Small Business Essentials Series: Finding the Right Keywords for Your Business . As soon as my shoe store-owning neighbor, David, was ready to upload his keyword list into adCenter I received a call from him, his voice slightly panicking. There were decisions to be made,