Decision Trees for SEM Segmentation

There is an ongoing debate amongst SEM experts as to how to best segment your PPC accounts, and columnist Aaron Levy illustrates his process with a handy flowchart and an excellent research article: One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this. There are the long-time advocates of Single Keyword Ad Groups (team SKAG), and even the occasional Single… Continue Reading

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