Get Great Deals On Cell Phones
Should Stronger Keywords Subsidize Weaker Keywords? |
| Published: July 24, 2007, 9:34 am |
| Tags: paid search |
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Some keywords perform great. Some keywords perform OK, and some keywords stink. Today I'd like to write about keyword portfolio economics, asking, Does it ever make sense to use stronger keywords to subsidize weaker keywords? My answer is Yes—when done correctly. Efficiently bidding a large keyword portfolio is not simple. A well-built keyword portfolio includes many terms with low traffic. Bidding such long tail terms effectively requires sophisticated math. We won't dive into the equations today (cheers from the bleachers), but instead consider the simplified problem of deciding when to turn off a marginal keyword segment. Click to continue reading... [ Full article ] |
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