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Paid Search Opportunities

Every search marketer ought to at least consider paid search opportunities. For some, paid search will not be cost-effective, but many search marketers find paid search to be more valuable than organic search. It all depends on your site and your situation. We help you decide whether paid search is right for you, and, if it is, how to make the most of it.

But first, let's review some of the main benefits of a paid search program that we introduced in Chapter 3, “How Search Marketing Works”:


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