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

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Truth 26. Should you be using web analytics to manage search?

Search engine marketing (SEM) has been around since the early ‘90s. Paid search marketing began in 1996, when Open Text tried and failed at paid placement. GoTo (which became Overture and is now incorporated into Yahoo! Search Marketing) succeeded a year later. Paid placement sparked a search marketing revolution. Hundreds of thousands of marketers added search to integrated marketing plans. But despite the widespread adoption of paid search, there’s still confusion among marketers regarding how best to execute a search marketing campaign, particularly one that meets specific goals or objectives.

Much of the confusion is over campaign tracking and optimization. All campaign ...

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