iMediaConnection: SearchTHIS: DoubleClick on Pay-for-Play
iMediaConnection: SearchTHIS: DoubleClick on Pay-for-Play: "a new search white paper hit the streets today offering a summary collection of guiding principles in pay-for-placement search and previews the DoubleClick Search Trend Report. "Cooments that "Search is complex. Search is difficult. Search can be unforgiving and costly if you don’t watch it closely -- just a couple of the report's delicate pearls of wisdom delivered with a sledgehammer"
Main focus: 80/20 theorem in pay-for-placement re the number of terms in any one campaign - 62 percent of active keywords (phrase that receives at least one click a month) generate less than ten clicks per month.
Notable conclusions include: more than 82 percent of active keywords are 2, 3 or 4 keywords long, while only 7 percent are 1 word long
Link to download the DoubleClick white paper
posted by Jen @ 1:18 PM
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