Corporate Sponsored Search Engine Marketing Keyword Management

by Admin

03 Oct
 None    Site Promotion

by Brenda Wright

An increasingly common Search Engine Marketing problem faced by many large corporations is that of Sponsored/PPC keyword management.

While many large companies have a centralized marketing department that all their divisions market through, others have decentralized marketing. With decentralized marketing, different divisions of the same company (who each have their own website) can find themselves bidding against each other for the same keyword on the same Search Engine - a very costly practice for the corporation and one that drives up the cost of prime keywords.

When you consider that there are basically only three major Search Engines that account for over 96% of all searches done in North America - it is easy to see why the divisions find themselves bidding for the same phrases on the same pieces of Search Engine real estate.

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