Advertising Word by Word

[mandy]

All Words are Not Created Equal
Thralow currently pays for thousands of search words and phrases, and the number is growing all the time. Two employees spend much of their time researching words that might bring customers to the company's sites, selecting new words and tracking their effectiveness. Much of the research involves mining data about how customers use the search function at the Thralow sites to look for products once they get there. There are also software tools available that help businesses select keywords.

Thralow learned early on to choose fairly specific words and phrases. For example, rather than bidding for the word 'Canon' — Canon being one of the best-selling brands of binoculars — he'll buy 'Canon binoculars' or even 'Canon 10X30 Image Stabilized.' "If you used just Canon," he points out, "you would also get camera buyers."

full article: http://www.ecommerce-guide.com/solutions...hp/3567726

[rose]

choose fairly specific words and phrases

Yes

Thralow currently pays for thousands of search words and phrases

Not practical for the average advertiser.  He has a $2 million advertising budget.