Let me tell you a story. In my company, we recently decided that we would invest in bringing a new service in-house. The cost to do so, with required hardware and software, will be about $34,000 US. Having more than a passing interest in this particular expenditure, I did some preliminary consumer research. In the textbook case of how we all say search works, I turned to a search engine. I did my search and ended up clicking on a sponsored link because it seemed to be the most relevant one.
So far, a text book example of search marketing at work, right? Here's where it starts to go off the rails.