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Quote:Paid search advertising accounts for more than 45 percent of the global online ad spend and, according to a recent forecast by JP Morgan, search engine marketing will reach nearly $30 billion this year. More than half of that will come from large advertisers, who spend upwards of $50,000 per month, managing tens of thousands of keywords in their search portfolios (at WebTrends, many of our clients are running campaigns using more than 1 million unique keyword combinations). However, there is strong evidence that these heavily invested advertisers waste as much as 31 percent of their paid search dollars on sub-optimized search marketing campaigns. WebTrends estimates this waste will amount to $4.5 billion globally in 2008 and is due to an overreliance on bid management tools that are inherently inefficient because of the manual procedures they require.

The following are the seven deadly sins of search marketing, plus insight on how you can find redemption and achieve the most from your online advertising dollars...