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Keywords selected by head and long-tail bidding, and then matched according to the correct mode, must be maintained in a highly organized manner, in the kind of carefully constructed portfolio that allows for efficient and effective management. We therefore classify the keywords such that those in each adgroup have as close a conceptual relationship to each other as possible. While each adgroup is arranged in such a way as to conform to the general theme of the campaign, we further organize the campaigns into the various accounts we hold with the search engines we work with. Maximum control is not the only advantage to this systematic approach –
In order to promote this arrangement, to discourage opportunistic operators who try cash in by bidding, arbitrarily, on a myriad keywords, search engines charge higher rates for keywords that are only loosely organized, which have weak relationships with each other and which are not properly encompassed by the theme of the campaign. We therefore structure our campaigns with care, not only to facilitate management but also to achieve the lowest possible rates and thus minimize expenses.
Discussing account structure, pivotal to our work, has taken us some distance from the potential customer who, central to our enterprise as a whole, is nevertheless oblivious to such internal matters. When we began to discuss keyword selection it was observed that that was where the searcher usually begins his enquiry. His enquiry, however, is very often prompted by external factors, many of which can be predicted.
Next is Consumer Behaviour
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