Actually guidelines are just that. A generic set of ideals to apply to your business. I know a lot of people who read them and are now clients thanks to the search engines non-specific advice.

If advertising is not your foray.... I would suggest hiring someone with experience. All the reading in the world does not mean you would be a great copywriter .....

Otherwise, you'll be making monthly car & mortgage payments to Google.... wondering why your not getting a nice return on your investment... and why your bank account is bleeding profusely.

Peace

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