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Paid Search Effectiveness Starts With Choosing The Right Engines

Industry consensus is that Google has the most traffic--so some search marketers think that devoting the bulk of their PPC time and budget to AdWords/AdSense (or a combination of the two) is the best way to achieve their clients' goals. But as David Rodnitsky says, a significant part of any campaign's success lies with choosing the right engine(s)--based on criteria like traffic quality, quantity, ROI and audience.

"Ultimately, you need to know how to ask the right questions about a search engine, allocate your time appropriately, and be willing to run a lot of quick and dirty tests on different search engines to find the right search engines for your business," he says.

Read the whole story at Search Marketing Standard »

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