This post was sponsored by Adpulse. The opinions expressed in this article are the sponsor’s own. As managers of paid media, one question drives us all: “How do I improve paid ad performance?”.  Given that our study found close variant search terms perform poorly, yet more than half of the average budget on Google & Microsoft Ads is being spent on them, managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in ROI.  “Close variants help you connect with people who are looking for your business, despite slight variations in the way […]

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