Conclusion

Do-it-yourself search engine advertisers have a variety of options for managing their paid listings: e-commerce solutions, affiliate programs, web analytics, or bid management tools. The first three options support additional online marketing initiatives, whereas the last makes automated optimization of return on investment (ROI) goals possible. Often, marketers use more than one solution because each possesses different strengths. Then again, a significant number of corporations outsource the daily management of search engine advertising (and optimization) altogether to agencies, either those with a general Internet focus or search engine specialists. The agencies utilize a suite of tools to achieve maximum profitability for their clients .

Whether marketers execute their own campaigns or supervise an agency's efforts, the key is to increase their volume of sales at the lowest per-customer cost. Routine campaign analysis is necessary to identify and resolve weak points within each campaign. A systematic evaluation process also helps marketers discover the winning combinations that can be used to improve their overall campaign performance.

Visit www.searchenginesales.com for updates and links to many of the resources mentioned in this book.