Building and Managing an SEM Campaign, Portfolio Style from Kevin Lee at ClickZ looks at why
you might treat the terms you’re after as a "portfolio" of terms that all help average each other out, in the end. Some may be big winners; you might have some losers, but
life is easier without having to get to granular. Sound great? Kevin goes through some questions to ask to decide if it’s suitable to you.
Portfolio Approach To SEM
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