Ben Gott, 14 November 2009
As a search agency we see many different styles of PPC campaign design, from in-house teams, other agencies, and occasionally running across those from the search engines themselves. Broadly speaking, campaigns can fit into one of two categories:
1. Those heavy on keywords or phrases made up of low number of fairly generic terms (for the purpose of this article, referred to as “shorter keywords”)
2. Those using a high number of terms ranging from generic to improbable (or “longer keywords”)
Our approach has always been to go for broke with the number of terms we use in our campaigns. So, we’re better aligned with option two and I know we are not alone.
Read the full post here.