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.