Paid Search - A Column From Search Engine Land As the competition in search becomes more sophisticated refining tactics becomes more important than ever. For online retailers, bidding by margin is all but essential.

Every firm has a different marketing objective: some look for maximum ROI, some are willing to spend to break even in hopes that future orders will drive the profit, others see search as a means of spreading the brand message.

Whatever your objective, you’re more likely to reach it the more tightly your success metric jibes with the real value of the traffic driven.

Click to continue reading…