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06:49 25th July 2011
Small companies in the UK may not have the resources to design a huge massive online advertising but there are some principles they can apply, according to Colm Bracken, group search manager at Microsoft.
Small and medium enterprises "typically spend a lot of money on what we call tail or long tail keywords. So, they look more typically for keywords that include their brand, they look for keywords that are more specific so they don't go for the high-end, high-cost generic keywords, because it can be quite competitive on those keywords," he said.
"Sometimes a lot of the keywords will be brand specific and their social strategy should align to that," he added.
His comments emerged as the Internet Advertising Bureau recently released the Microsoft-sponsored Search for Integration report, which is designed for marketers from both traditional and digital disciplines to help address a lack of knowledge around search's true role in the marketing mix.
Posted by Derek Oldman
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