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by Stephen Logan on 8th March 2010
An expert has urged firms not to make the mistake of letting Google suggest the key phrases used in an Adwords campaign.
Writing for Auction Bytes, Jezz Gawronski, founder of Yak About It, explained that the search engine does not have the "documentation and proof of words most searched" to ensure comprehensive Pay per Click management.
He advised businesses to "dig deep" and spend several hours discovering the words and phrases that consumers could use to come across the website.
"You can do this by studying your products and creating lists of possible search terms," Mr Gawronski said.
He stated that because a business will be paying per click, it is in its best interests to carefully establish which has a high bounce rate and which are not performing as well.
Meanwhile, Bing blogger Rick DeJarnette recently wrote on the search engine’s blog that long-tail keywords can often unlock more traffic for websites.