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Alan Rimm-Kaufman

On Using Stronger Keywords To Subsidize Weaker Keywords

Title: On Using Stronger Keywords To Subsidize Weaker Keywords
URL: http://www.rimmkaufman.com/rkgblog/2007/07/25/ppc-portfolio-optimization/
Printed: March 18, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Some keywords perform great. Some keywords perform OK, and some keywords stink. Does it ever make sense to use stronger keywords to subsidize weaker keywords? My answer is “Yes—when done correctly.”

sales vs. cost in paid search, example tradeoff curve

Full post over at Search Engine Land: Should Stronger Keywords Subsidize Weaker Keywords?

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  • Marc Adelman: George, You have been an advocate of “the advanced control option” for years now. Depressing right YEARS! Eh…listen...
  • Kevin Hill: Is what they really need is a fourth match type. Here’s google’s help documentation on broad match: This is the default...
  • Kevin Micalizzi, Dimdim Web Conferencing: Jim (& George)- We still offer a free version of Dimdim. Just click Sign Up Now at the top of the...
  • Tomas: indeed, i can’t talk about it either… :)
  • Philip Price: Thank you for the RegHack, it worked for me, tho at first when i made the reg file with the information i copied from above i also...
  • George Michie: Sorry Jim, this post was written in 2007. Apparently some of those products are gone.
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  • George Michie: Doesn’t have to be, it can be intra-adgroup as well.
  • Josh: George – I take it you’re referencing a scenario where your exact-match keywords are not listed as negative exact match keywords...
  • George Michie: Melissa, you’re right, it’s always happened to varying degrees, particularly since the advent of extended broad match....
  • Mel66: I don’t think this is a bug. It’s been happening for years. It *is* impossible to manage, and I can’t help but wonder if...
  • George Michie: Thanks Matt, Sometimes humor serves a purpose.

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