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Chapter 14. Optimize Your Paid Search Program > Your Paid Search Philosophy

Your Paid Search Philosophy

You're probably getting used to it, but we're going to get philosophical again. Just because it is so easy to start a paid search program doesn't mean that you should not do some thinking first. In fact, because it is so easy to shoot from the hip, it is probable that some of your competitors run their programs that way. So, just a little thinking on your part can pay big dividends.

We spend the rest of this chapter explaining how to optimize your paid search campaign, but before we do, do you know what it is worth to you? As we have throughout this book, we harp on measurements. So, let's look first at what we know about the value of paid search.


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