Gaining Scale And ROI For PPC Campaigns

Consumers are watching each dollar they spend. So, if buying habits are changing, it's not enough for marketers to tweak pay-per-click (PPC) campaigns and hope they work. "This year, failure to understand the implications of budget decisions with regard to search could be the difference between success and failure of both a marketing campaign and a company," warns Kevin Lee.

Lee serves up some advice on strategies marketers should consider this year to produce successful campaigns. For instance, the economy makes it more important for marketers to understand the requirements to combine technology tactics and strategies to achieve a "high-volume, high-revenue search campaign and a high-ROI, low-revenue campaign." He also notes that it's important to know the inherent limitations in PPC search that constrains volume/scale.

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