By Jen Doyle, Research Analyst

Tactics for Keyword Research


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Finding the most effective words to use in advertising is a combination of art and science, and has been a chief concern of marketers for as long as the profession has existed. Whether writing keyword-rich press release copy that is likely to appear in relevant organic search results, choosing long lists of keywords for PPC campaigns or simply tweaking the copy of text ads, it’s imperative that marketers know and use the same language used by their consumer target, and emphasize words that lead to the highest conversion levels.

According to surveyed marketers, site log files are rich sources of data for copywriters and keyword list makers. Interestingly, marketers with bigger monthly PPC budgets are more likely to rate nearly all tactics as "highly effective" than their counterparts with smaller budgets. We can infer that expertise may play a role in how successfully search marketers employs the tools at their disposal.

For additional research data and insights about search marketing, download and read the free Executive Summary from MarketingSherpa’s 2009-2010 Search Marketing Benchmark Report.