Commentary: Creatives need to understand search

07/25/2005 | Advertising Age (tiered subscription model)

Advertising Age executive editor Jonah Bloom writes that search marketing is "a skill [creatives] can't afford not to learn." While keyword optimization and search term selection may sound intimidating, the data yielded by understanding response to search advertising reveals more about consumer behavior than any focus group.

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Advertising Age (tiered subscription model)

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