When it comes to generating keywords that effectively identify search engine users as likely prospects for a successful campaign, it is, quite honestly, a deeply intuitive process.  Managing keywords, especially for large campaigns that use thousands, or even millions, of keywords, is a full-time job, all on its own.

For all the sophistication that SEM demands, generally, it’s managed not by data scientists, but generalists.  Where there are exceptions, SEM managers are usually much better at the art behind search engine marketing, such as business analysis, creative, people and relationship management, then they are at the science behind it.  And a critcial part of that science is in bidding for ad position.

 

Check out the  article about why conventional bidding methods leaves money just sitting on the table, which can be found on Search Engine Land by following the link below.

Search Engine Land: Are You Still Bidding Like It’s 2007?[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]