- DM News, Tuesday, September 25, 2007 1 PM
Search has lead the way in online advertising partly because of its relatively short learning curve, and also because it's readily quantifiable. But sometimes sticking to a specific search marketing budget actually limits a Web site's potential. In this piece, Steve Haar (director of keyword advertising at Leapfrog Online) gives examples of when moving beyond a search budget can actually increase ROI and drive innovation and conversions.
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