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More Paid Search For Your Money

Here's a few words of wisdom from David Roth, who gives you a list of paid search tactics, and business strategies that support them, to get better results for your money. For example: Define ways to measure results such as return on ad spend or cost per acquisition. Remember that brand terms are typically more profitable. And, decide if you want to measure profit by ad group, campaign or keyword.

Roth provides insight into managing an approach at Yahoo, as an example. "As you get ready for this economic rollercoaster ride, fasten your seatbelt and hang on tight," he writes. "This one might make you queasy. But rest assured, search marketers, times like these, however difficult, provide yet another opportunity for us to once again prove our value to our managers and our companies."

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