The biggest mistake marketers make is not developing a keyword list that thinks outside of the box. So Patricia Hursh provides tips on how to become more creative, such as asking yourself "What else are my customers looking for, and how can I address their broader set of needs?"
Hursh reviews a free tool, Search Funnel from Microsoft AdCenter Labs, that helps marketers understand the research process from the beginning to the end of the search funnel. Hursh explains how to use the search funnel, ways to gain qualitative data, and best uses for the data.
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