Budgeting a paid search campaign can be challenging. First, you need to decide which terms to bid on, and then how aggressively you want to bid to maintain a desired position. Do you need to be #1 for all of your terms? Studies suggest that top rankings are important, but the evidence isn't conclusive. And bidding on lower cost terms in the "search tail" may actually lead to higher ROI in some cases.
In today's SearchDay article, Forecasting Paid Search Traffic, guest writer Heather Lloyd-Martin covers a recent Search Engine Strategies panel where a group of experts offered advice and tips on how best to optimize a paid search campaign, to get maximum results regardless of the size of your budget.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!