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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: October 12, 2008
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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  • Nick Stamoulis: Great tips during this crazy time. People are most likely going to pull much of their PPC advertising as a whole these days but the...
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  • George Michie: Chris, I wouldn't be surprised if that's a real number. Inc says they have 550 employees, so their income would have to be $50...
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  • Chris Zaharias: I read the magazine on a flight Sunday and recall seeing iCrossing on there at ~~$100M in revenues, and thought the same thing of...
  • Alan Rimm-Kaufman: Christian -- I didn't mean to imply all retailers will face Q4 losses. But it is not improbable that many retailers will be...
  • Christian Little: Despite the economic crisis, how could most retailers be facing a Q4 loss? For most retail this is the best time of the year, you...
  • Christian Little: That's pretty remarkable...makes me want to build a coupon site lol. Don't coupon sites take a huge hit in commissions though...
  • Stephen Schramke: Sage advice. Thanks for sharing!
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  • Neilzb: Those numbers are pretty remarkable, but if I had to guess I would say that it’s possible that they are just 8 people 'outsourcing' full...
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  • George Michie: Hi Dan, The IP address of the advertiser isn't a factor, anyone can run geo-targeted ads regardless of where their website resides....
  • dan shipe: Hey, me again. What about possible exploits to this system? Adwords must evaluate the geographic region based on the IP address of the...

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