Optimizing A Paid Search Campaign

Search Engine Land
John Faris

Pay-per-click (PPC) remains a leading online marketing strategy despite ever-increasing competition and rising click costs. Why? Paid search works extremely well when you’ve established an accurate estimate of your cost per acquisition (CPA) and return on investment (ROI). However, not everyone is properly measuring their CPA and maximizing their ROI. To get optimal results from your paid search campaign, you need to consider a number of different factors, carefully weighing the pros and cons of spending time and money on each, with the result being a carefully crafted campaign that maximizes results. Here are some important factors to consider in this process: Full Story >>