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BizReport : Search Marketing : June 12, 2009

AdWords suggests additional keywords to marketers

A new addition to the AdWords platform could help search marketers get more from their campaigns. Although similar to the old "Optimization" tab, Goggle has added an "Opportunities" tab.

by Kristina Knight

The new tab is very much like the old optimization features in that it offers additional keyword suggestions to marketers beginning or tweaking their paid search campaigns. The main difference is that the old optimization tab gave marketers advice on changes to the text or display options within in ad; the new opportunities tab simply offers more keyword options.

Although this is a good idea, the key for AdWords, and all search really, is to keep the message short and to the point. Google offers this advice on the AdWords blog:

• Focus on low prices and savings
• Target ad groups and ensure the ad is relevant
• Make it simple for consumers to make a purchase
• Use value-related keywords

Search marketing has not been immune to the volatile economy, and many marketers have pulled portions of their search marketing budgets. Marketers pulled about 14% of their search budgets in January 2009. However, the medium is still proven to be a force for marketers because consumers continue to rely on search engines to find product information, store websites and manufacturer information.

Tags: AdWords, paid search, PPC marketing, search engines, search marketing, search queries

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