Strategy is the new keyword: What drives paid search performance now
via searchengineland.com
Short excerpt below. Read at the original source.
Over the course of my three-decade career, the keyword drove paid search. Today, it’s one of many signals. Strategy is what determines performance. Keywords were what you researched for weeks, then built your strategy around based on what you uncovered or hypothesized. You managed everything from bids to matched search terms to negatives and the […]