Search Engine Marketing

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how to best segment your PPC accounts

Decision Trees for SEM Segmentation

Via Aaron Levy | @bigalittlea One of the most common and difficult choices you'll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what's the best rule for how granular you should get? Regardless of keyword segmentation strategy,...
SEM Demographic Segmentation

Connecting Demographics To Search Queries

Via Andrew Ruegger | @aruegger Advertising in search is often difficult to conceptualize for many brands because of how different the live auction and targeting methodology is compared with traditional media planning and buying. Media strategies are built on market research, which always includes target demographics or personas. Specialty channels...