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

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Truth 33. Moving beyond campaign efficiency to campaign effectiveness

It’s natural, especially in tough economic times, for marketers to focus on efficiency, and there’s no more efficient marketing medium than PPC search. But if you focus purely on efficiency (perhaps because the campaign algorithms used by your technology provider are geared toward efficiency), you will miss a huge opportunity in search. And you can’t afford to miss opportunities in any economic climate.

In PPC search, many people see efficiency as the process of maximizing the yield of a paid-placement campaign by adjusting all the variables the engine provides, either through the API or through a web-based interface. Don’t get me wrong: Efficiency is good. But to ...

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