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Finding The Balance In Paid Search

A successful paid search campaign requires that marketers continually reevaluate goals as needs change to balance efficiency and volume. Revenue, orders, applications, ROI, or cost per lead are a handful of metrics marketers may want to consider. Don't just think about the effect of one action, but rather a variety of variables, because all will influence the outcome, according to Jason Tabeling.

Tabeling points to Newton's Third Law of Motion that reads "for every action, there's an equal and opposite reaction." He writes that there are methods to evaluate the trade-off and forecast results, and provides an example of analysis to determine the correct mix of revenue and return on investment.

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