• Search Engine Journal, Wednesday, February 9, 2011 9:05 AM

Marketing professionals seem to come up with one catchy phrase after another. This time it's the "galaxy effect," which refers to keyword targeting paid search campaigns to the "entire universe of prospective customers." In other words, don't do it. Glenn Gabe tells us why, providing ways to tone down the effect once it's identified.

He also explains that audits usually identify pain points in the campaign that need fixing such as adjusting campaign settings, revamping account structure, refining keyword targeting, and changing network targeting.

Read the whole story at Search Engine Journal »