by Storm Castlehttp://www.clickadvant.com
Paid search is a fantastic way to drive web traffic to our site from the major search engines. It can also slurp our marketing budget dry in just a couple of days if not done properly. The bottom line is someone is going to profit by implementing paid search. The question is, is it going to be us or the search engines? The goal of the search engines is more clicks. The more people click on our ads the more money the search engines make. Their strategy is to get as many clicks as possible within our budget and are willing to do that all day long. The real goal should be "fewer clicks, lower cost with more conversions". Let's take a few minutes to look at some strategies that should make a difference in our campaigns.