Tag Archive | "Portfolio Theory"

Dirty Little Secrets of Portfolio Theory

Dirty Little Secrets of Portfolio Theory

Several search marketing firms claim to have based their account management technology on Modern Portfolio Theory. But, there are problems with portfolio theory that could easily get online marketers into trouble if they take these companies at their word. [...more]

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Transgressing the Boundaries: Toward a Unitary Hermeneutics of Search Marketing

Transgressing the Boundaries: Toward a Unitary Hermeneutics of Search Marketing

Search marketers often attempt to either maximize their conversion volume within a given maximum budget or within a given minimum efficiency limit. In fact, these are effectively the same thing. [...more]

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Keywords Are Not Stocks

Keywords Are Not Stocks

Since it seems almost trite to say this, I'm not certain why it doesn't appear to have been said before: "Keywords are not stocks." But listening to many firms in the SEM industry one would think that bidding on keywords on Google is governed by the same rules as buying shares of Google, Inc. itself. [...more]

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