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LOS ANGELES Forrester Research senior analyst Shar VanBoskirk said search advertising can be optimized by taking a more scientific approach during a panel discussion at AdweekMedia’s Interactive Marketing Virtual Conference and Trade Show today.
VanBoskirk’s “best practices” advice included using personas to guide search strategy, since, for example, three different women might all be seeking running shoes, but with entirely different profiles. She recommended using multi-keyword phrases and constantly developing new keywords, testing a few new ones with each buy to find hidden gems.
Another
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