html).
4. http://searchmarketing.yahoo.com
5. https://adcenter.microsoft.com
define the maximum amount of money spent in one day, so if the bid amount is $0.50 per
click, and you set a daily allowance of $10.00, the ad will continue to appear until clicked
20 times; after that, it will not appear until the next day.
The pay-per-click model of sponsored search placement goes against almost all previous
advertising fee structures, where media placement was a fixed cost, whether or not anyone
saw the creative. Even the most profligate companies are enticed by only paying for
exposure that is actually used.
Strategies for ROI
The disheartening reality of search marketing is that many businesses lose money month
after month and eventually give up on the program. Search marketing is not easy. It has a
learning curve, and requires a diligence for which most small businesses do not make time;
in a perfect world, your company would employ a full-time search marketing strategist.
Search consultants understand these economics and make a lot of money selling their
expertise to companies who cannot afford to retain that knowledge in-house.
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