One idea to focus your keyword strategy: Use smaller or vertical search engines to reach customers who may use major search engines to get started but turn to other sites and directories to drill down and make purchasing decisions, said Ben Hanna, VP-marketing at Business.com.
Another old marketing strategy—co-branding or affiliate marketing—can also work well and save money, said Damon Abramson, director of search at Sapient.
“I've seen very, very creative situations where the companies used 50/50 A/B splits,” Abramson said. “Half the time the traffic goes to one site; half the time the traffic goes to the other. In both cases, the companies cross-link with banners to each other.”
One of the best tools you can use to improve your paid search listings is essentially free: your own, organic search listings.
Experts have for years been suggesting that you can mine your own site's analytics to hone your paid search strategy. It goes without saying that terms coming up frequently on your site's own search should be part of your paid search strategy. You can also look to see which terms are bringing the most traffic from the search engines.
Sapient's Abramson recommends using analytics to see which products are your most popular and, from this, creating microsites for those products. An added benefit of this approach is that it further optimizes your site so that customers searching for terms are sure to see your paid keywords and your organic search results. M