• ClickZ, Friday, November 6, 2009 2 PM

Bringing down search costs to drive significant increases without losing sales has been the Holy Grail for marketers, especially in 2009 as budgets tightened. Kevin Lee provides a different perspective by looking at proven principles in other areas of marketing, such as direct mail, and applying them to SEM strategies.

"How do you increase efficiency once you've got your campaigns set up properly?" he asks. Halfway into the post you find out. Lee also bullet-points how to find your audience, establish and leverage the relationship, and prepare for the future in social media and search.

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