expertSEM

When building an effective search marketing campaign, one of the most important things is making sure that you have an extensive keyword list so that your ads are showing up for all relevant searches. Just as important, however, is using qualifiers in your search terms so they don’t show up for irrelevant searches. For example, you want to make sure you have plural and non-plural variations of your words such as “game” and “games”. Yahoo does not let you add all of these variations. Instead, if you were to add the keywords “game” and “games”, Yahoo would only take the word “games” because it feels that one word covers both; Yahoo calls this Advanced Matching. With Yahoo’s Advanced Matching, your keywords get treated as a broad match and it uses your keywords in various contexts. You could use Standard Match for exact matches of your keywords, which is fine but you can’t build a keyword list that is thorough enough to cover all of the search queries you would want to display your ad.

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While everyone else is caught up in the DNC chaos that is about to sweep through Denver, we’ve been busy with our own excitement this week. Location3 Media received two distinguished recognitions—SES Award for Most Innovative Paid Search Campaign and we ranked on the Inc5000 List.

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According to the Wall Street Journal, Jerry Seinfeld will be the new face of Microsoft in order to soften their old and inept image conveyed so well by Justin Long and Apple. Although the immediate purpose of Jer’s appearances is an attempt to rekindle the cool image of Microsoft, they are hoping that increased software sales from this tactic will allow them to invest in other much needed areas pertinent to sustaining the company, such as online services. A bold move for sure, we will see if this allows them to once again to be the Masters of the Computer Domain.
Also, not to split hairs but, how long can someone wait before switching endorsements? Seinfeld appeared in an Apple ad in 1997.

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Pew Research recently released survey findings that highlighted the growth of search engine use among internet users. In 2002, only one-third of all internet users performed online search; today, that statistic has increased to nearly one half (49%).

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