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November 17, 2006, Newsletter Issue #57: Less Expensive Keywords Yield Greater Results
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Tip of the Week
Pay per click advertising will continue to grow faster than any other sector of online advertising, with a projected increase from $2.6 billion in 2004 to $5.5 billion in 2009, which means that spending time planning your pay per click bid management strategy can yield great ROI later. The key, as stated above, is being willing to target your bid management toward less popular keywords, in other words, the ones that cost less than $5.00 on Overture and Google. Suppose, for example, you run a business card printing company, and you find that “business cards” has a $4.43 CPC on Overture, whereas just “business” is $0.99. “Business” may cast a wider net, but you can always choose “business card layout” if that's what you specialize in. When you're cashing in on pay per click bid management and keyword management, God and the devil really are in the details.
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