Search marketers who use Google and Yahoo! were hesitant to add Microsoft Advertising to their media buy. For one main reason: importing a client’s keyword database into another search engine was time-consuming.

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Sending a high-impact personalized mail piece, that addressed this factor and an outstanding offer that solved it, was the key to its success. 

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Bright, colorful graphics were utilized and the “magnetic keywords” found inside the mailer, were used throughout the campaign to create a cohesive and memorable message. Headlines themselves were even written to evoke “magnetic poetry”.