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Risks and returns: Building a search engine marketing portfolio

Investing marketing dollars wisely into search engine campaigns on Google, Yahoo, and MSN can reap dividends. Doing so wildly leads to ruin.

Managing a search engine marketing campaign effectively is a lot like managing any investment portfolio: you want t......

Full article >>> ive terms, you should see higher sales at the same cost - or, ideally, at a lower cost.

Matching keywords

PPC terms that are broad-match result are displayed more often. For example, running the term "shoes" on broad match results in displaying an ad when any search engine query includes the term "shoes." The ad appears for queries on "running shoes," "pink shoes," or even......

Full article >>> tegic approach is to create a new campaign that can be turned on or off at will to address concerns of low occupancy. For example, the resort can run PPC ads that include a temporary discount or limited time offer that encourages Internet users to plan a weekend getaway. They can use the keyword phrase "weekend getaway" to ensure they're getting the best sales leads possible.

During weeks......

Full article >>> work, LLC. (WTN). WTN, LLC accepts no legal liability or responsibility for any claims made or opinions expressed herein.......

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'"/> By Troy Janisch 10/16/06

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