SUMMARY: Marketers who participated in Sherpa’s recent teleseminar, “New Research: Search Engine Marketing 2008-2009,” submitted questions about their own tactics. Our research team couldn’t answer all those questions during the presentation, so they’ve answered them here.
Includes tips on key search marketing tactics, including:
o Using benchmarks for CPC rates
o Role of Share of Voice in your metrics mix
o Benefits of long-tail keywords
o Managing rising keyword costs