An often overlooked and undervalued aspect of the SEM campaign is the negative keyword.  I don’t think I even used negative keywords in the first few SEM campaigns I worked on many years ago.  However, neglecting these is a rookie mistake that can result in poor click through rates and wasted clicks. Negative keywords exclude [...]

A few months ago, there was a big hubbub about changes Yahoo made to their search marketing terms of service.  They announced that they were now allowing themselves unfettered access to make changes to your campaigns at will, courtesy of their “search marketing specialists.”  This access was such that you had to go out of [...]