Instead, marketers need to leverage research tools and data insights as a means to customize their efforts. Fortunately, there are numerous solutions in the marketplace that you can use for this information, including free resources such as Google Insights and MSN … Rather than throwing money at mediocre keywords and creative, data insights will allow you to structure your search marketing campaigns to focus on where you’ll get the biggest bang for your marketing buck

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Paid Search: Why Data Insights Matter