O'Reilly logo

The Truth About Pay-Per-Click Search Advertising by Kevin Lee

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Truth 16. Manage your campaigns for maximum profit

The goal of getting a positive ROI on a paid search engine marketing campaign is inherently understood. Only crazies would knowingly spend money on something with a negative return. Looking at some of the CPC prices out there these days, I think there are some crazies in our midst. Crazies aside, ROI remains a dominant buzzword in this industry.

Paradoxically, however, a campaign with the highest ROI is rarely a profit-maximizing campaign strategy. The more clients I talk to, the more I realize that the success metrics and strategies being used for search are sometimes arbitrary, and even more surprising, might not be aligned with other nonsearch marketing strategies and objectives. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required