As I mention on the SEO page, key word data is very important for architecting the navigational structure of your website, writing copy, and building your SEM campaigns. There are several good sources for phrases, I look a web logs, Google Analytics data, and the words most often used on other high ranking web sites in the industry.
I think most of us do the basics with our SEM campaigns, grouping phrases and then those phrases with related ads (ie: bicycle repairs, cycle repairs, wheel repair with Expert Bike Repair). However a recent exercise I went through yielded big benefits.
Now let me preface this by saying I don’t advocate the use of click through rates to determine the effectiveness of an ad. I always look for some kind of conversion metric to use. You may be thinking that you don’t have a conversion metric, but even if it’s just measuring visits to your contact page, you need something to ensure that you are doing more then just getting people to your click on your ad.
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