Yahoo! - Online Marketing Masterclasses 2004

Lawrence Merritt of Yahoo!'s presentation at E-consultancy's 2004 Online Marketing Masterclasses.

As European Search Engine Marketing Manager for Yahoo!, Lawrence explains the role of search at Yahoo! and the process Yahoo! use to plan and optimise their search engine marketing activities.

Specifically Lawrence explains about: keyword mining, metrics, budgeting, PPC tactics, measurement, analytics, bid optimization, creative testing, day-parting etc.

In the final slides Lawrence looks at how search engine marketing fits in with other online marketing activities and the importance of integration and channel interdependence to get the best results.

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