Laura Centore is an Account Director at iProspect and oversees the strategy and execution of pay per click campaigns for a large retailer. With iProspect for four years now, she has worked on organic search and pay per click campaigns for clients in numerous verticals.
What do flashing blue lights, yellow tape, and the streets of New York have in common with your PPC campaign? Much like Jack McCoy in a suspenseful episode of Law & Order, B2B marketers need to thoroughly examine the evidence before accusing their keywords. Understanding the value Before determining the fate of a keyword – […]
In search, keyword selection is paramount as it can help drive the right audience to your door. Choosing the right keywords can also enhance brand awareness. But despite the importance of keyword selection—and the fact that it helps lay the groundwork for every paid or organic search campaign—marketers commonly make mistakes with the process. So what […]