The Evolution of the Keyword

Keyword research, strategies, and build-outs have always been — and continue to be– a core ingredient in the discipline of search marketing. But given the dynamic nature of the Google search engine, in addition to the multitude of ad formats we work with today, our understanding of keywords and the overall value they bring to our programs should perhaps also evolve.

Read this article in iMedia Connection about the evolution of the keyword, and what other strategies and opportunities are available in today’s paid search landscape.

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