Special Report: Search Engine Marketing

4. Try misspelled keywords. “It may not generate a lot of traffic,” Hoge says, “but it’s targeted traffic. And we can bid 15 cents instead of $1 for a misspelled word like ‘inflatible.’ It’s not huge, but it’s pure profit.”

5-minute Interview

Michael Aronowitz, executive director of The Direct Marketing Association’s online wing, the Association for Interactive Marketing (AIM), shares his thoughts and suggestions on SEM.