Thanks in part to mobileStorm, basketball fans can now receive phone calls from some of their favorite NBA stars.

A new campaign on the NBA’s site (www.nba.com/matchups) lets sports enthusiasts create “Matchups” between their favorite players. Fans can then sign up to receive messages—via voice, SMS, or email—reminding them when those two players will tip off against each other. These reminders will be sent the morning of the game, giving the time, teams and channel scheduled for the matchup.

I’m betting that supporters of players like Steve Nash of the Phoenix Suns and Caron Butler of the Washington Wizards will be stoked to get pre-recorded voice calls from them, telling them exactly when and where the game will be shown! But giving fans the choice of message is smart. Some may like all the details that can be provided in an email, and others may want to receive a text message alerting them to tune in.

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Last time we went over the basics of PPC and how it works in general. Today, we’re going to talk about some of the key components of PPC.

Keywords:

Choosing keywords that are relevant to your end goal will be one of the first things you will do. Most search engine platforms will offer you a keyword discovery tool that will get you started with your list. You can also check out your own website and the websites of companies in your industry for more ideas. You might want to try using synonyms in some cases where you think people might search that way. For each keyword, you will need to enter a match type. There are three kinds of matching:

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