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

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Truth 36. Best practices for PPC: Capturing the search curve tail

A search curve is a graphical representation of the number of times a given query is searched within a given period. A curve’s tail is amazingly long and flat. These unique searches can be difficult to predict with certainty, but online tools provide a reasonable basis for researching how the search curve looks for your business during each season. Before Yahoo! went to a hybrid-auction model, its keyword selection tool enabled search marketers to easily inspect the search curve tail; unfortunately, it’s no longer available.

Consider the keyword “MP3,” a generic term with millions of searches each day. This term doesn’t reveal whether the searcher wants MP3s or an MP3 ...

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