Query mining to optimize search campaigns has been getting lots of buzz lately. So, Josh Dreller spoke with ClickEquations Founder Craig Danuloff to get the skinny on the topic. The two discuss everything from where a SEM pro can go to find search query data and good ways to organize the data, to some best practices once it has been analyzed.
When Dreller asks why Danuloff hates broad match tools, he replies that these tools are typically misused, for example. No account should spend more than half their budget on broad match keywords, he says. "Adding a keyword on broad match is a way of telling the search engine 'here, you figure out how to spend my money,'" he says. "That's fine in certain narrow cases and usually for limited amounts of time, but beyond that it's a recipe for waste and missed opportunities."