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Companies engaged in search marketing campaigns need to come up with a list of core keywords on which to focus upon.This is the view of Search Engine Land columnist Erica Charney, who said consumers expect brands to be at the top of search engine results when they look for their company websites online.
She stated this means it is important pay per click adverts related to the firm will appear when such searches are made.
“You should identify a set of core terms that are important to your brand, image and business that you want to ‘win’ on at all times,” Ms Charney went on to advise.
She said businesses should ideally be setting aside a section of their search marketing budget for these specific keywords.
Last week, her fellow Search Engine Land commentator Josh Dreller advised users of pay per click management services to keep up with the latest developments in the field by monitoring the blogs of Yahoo!, Microsoft adCenter and Google AdWords.