12-07-2006, 11:33 AM
Quote:In your battle to budget for paid search, you are likely to run into challenges from colleagues and superiors, including some of the following:
*
Search doesn't bring us new customers; all our orders come from searches on our brand name.
*
We have a strong organic presence on a number of keywords; it's a waste of money to pay for traffic when we are already getting it for free.
*
We can spend less by just moving our ads down from position 3 to position 7; we can still get the same amount of search traffic and look how much money we'll save.
The challenges are numerous, largely because paid-search marketing is an arena of infinite scenarios, and you simply cannot plan for all of them...
full article: http://multichannelmerchant.com/webchann...ss_122006/