Byron Gordon, SEO-PR, interviews Paul Szymanski, SEM Manager, Sony Music Entertainment, on the challenges that artists are faced with when trying to implement their own search engine marketing campaigns. Two of the biggest issues facing artists are low quality scores being awarded to highly relevant keywords and a lack of volume. When an artist runs a highly relevant and targeted search marketing campaign, Paul suggests using less than a one hundred keywords, using the artist’s name, artist’s name, plus the new album name, and staying away from the more generic terms of the particular genre. Paul also recommends making sure that artist’s ad copy has the actual keyword in it, which should help drive the quality score higher. Paul then goes on to discuss the influence of Facebook and how artists are using this application to promote their music to their fans. CPC and CPM-related ad units that artists can purchase to further reach out to their fan base. To learn more about speaking at SES London, please visit: www.seslondon.com

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