Tail Keywords are likely a Better Value
Monday, 30 October 2006
I’ve written before about an often overlooked opportunity for retailers to easily increase and maintain the tail of their paid search keyword list. The tail is a commonly used name for the thousands of less popular keywords which get few impressions yet, in bulk, make up the greater number of terms. Your keyword list should
- Published in Comparison Shopping, Paid Search, Search
Using Search as your Analytics Platform
Tuesday, 29 August 2006
Given the tremendous number of customers online and studies suggesting as many as 85% use Search, their activity can be monitored for insights on customer behavior, offline marketing effectiveness, brand awareness, product interest. Track impressions, click rates, conversion rates, etc. on groups of keywords to monitor how branded keywords perform against generic terms and keep
- Published in Analytics, Insights / Research, Search
Geo optimization in Paid Search
Friday, 11 August 2006
MSN Search is light years ahead of the other engines due to demographic and regional bid optimization. Different from targeting, MSN Search allows you to simply bid more or less aggressively to target profiles helping large brands reach all search users while appearing more prominently for key audiences. Consider: Geo targeting Brand A a national
- Published in Advertising, Local, Search