This chapter is not about how to work with the Yahoo! Search Marketing or Google AdWords interface; instead, we'll focus on evaluating and optimizing your paid search initiatives. I'll start by discussing the basic objectives of running a paid search campaign and how you perform detailed reporting on it. Then we'll jump into optimization for both e-commerce and content sites, and explore the implications of organic search.
Defining Paid Search Objectives
Getting Started with Paid Search Analysis
Detailed Paid Search Reporting
Optimizing Paid Search for an E-commerce Site
Optimizing Paid Search for a Content Site
Balancing Paid Search with Organic Search