Paid search is a myriad of details, but we have given you the basics to help you master them. Your most important decisions surround your paid search philosophyif you can develop a feedback loop that responds to the right performance metrics, you can tweak your paid search campaign until it succeeds.
Search marketers can take advantage of both paid placement and shopping search opportunities, using the steps depicted in Table 14-9.
You have learned everything you need to start your paid search campaign. At this point, you just have to begin your real education with your own program. "Learn by doing" is truly the only way to succeed at paid search.
In the next chapter, you will learn how to operate your entire search marketing program. You will staff your central search team, learn the best practices in search marketing, and measure, measure, measure. (Surprise!) You have got all the steps down by now, except onehow to run your program every day. That is what Chapter 15 is all about.