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Relevance Matters In Paid Search

  • Click Z, Friday, October 2, 2009 2:30 PM
"Failure to be relevant can have devastating consequences in paid search," Kevin Lee warns. He writes that keyword use in ads, click-back and bounce rates, and landing page triggers are three of several factors influencing relevance.

Search engines care about consumer experience and have editorial policies for ad relevance, as well as algorithms that use signals to determine if the ad is relevant to the search query that people need to follow, he explains.

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