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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 34. Keyword testing and expansion done right

Keyword expansion gets a lot of attention. If you find a new keyword, and it can deliver significant incremental high-quality traffic to your site, your business will benefit for as long as it remains a profitable part of your overall campaign. There are right and wrong ways to add keywords to a campaign, however, because every keyword, new or old, must be tested to determine if it can become an important profit driver for your business.

Keyword discovery

Spider-based keyword extraction tools have been around for a while and can be used to generate keywords from your site. The less conventional use of these tools is to send the spider through your competitors’ sites, one by ...

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