You might listen to your keywords, but you don’t really hear your keywords. Keywords say a lot about what the consumer is looking for, how they’re looking for it, what skill level they exhibit in search, how specific or general consumers tend to be, and which keywords have embarrassing slack-jawed cousins. In this video, Rimm-Kaufman’s Ryan Gibson talks about looking more “granularly” at a search campaign on the keyword level and tracking orders all the way back to the entry point.

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