Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, Second Edition

Chapter 14 Optimize Your Paid Search Program

“Money is better than poverty, if only for financial reasons,” Woody Allen reminds us. So too, search marketers who are flush with cash have the advantage, but only if their money is spent wisely. We all know that a fool and his money are soon parted, but with paid search you might be shocked as to how quickly they are parted.

Paid search is deceptively simple in concept, yet never mastered. The paid search programs are constantly changing, and your competition is always on the move. However, you can succeed in paid search if you learn some basic principles and stick to them. We do not examine every tiny angle in each search engine—you can use the resources in Chapter 18, “What's Next?” to learn more. ...