Maximizing Your Paid Search Program

I have been advising my clients to allocate most if not all of their search funds to Google Adwords for sometime now. It even makes more sense today. Why? Because it will give you the most “bang for the buck”. Google’s share of search continues to grow. As of April, according to ClickZ Network, June 19, 2007, Google controls a whooping 55.2% share of search. Leaving Yahoo with 21.9%, MSN 9.0%, AOL 5.4% and Ask with just 1.8%. With a limited marketing budget, it’s important to maximize its impact. Search share will of course vary, but it’s not likely to change significantly very soon. For more on this take a look at Kevin Gold’s article in Search Marketing Standard, “80/20 Principle Squanders Paid Search“.