Successful paid search campaigns 'hard to achieve'

22nd January 2008

A successful paid search campaign is achievable but highly complex, according to one search engine marketer.

Commenting on his Search Marketing Standard blog, David Rodnitzky, claimed that the campaign must include a number of search engines.

Hitwise recently reported that Google was the US market leader, performing 66 per cent of all searches in December, but Mr Rodnitzky also recommended including vertical engines such as Industry Brains or Business.com to find new consumer opportunities.

He also explained that although a traditional tactic used to be purchasing as many keywords as possible, things have changed.

"These days the advances in search engine matching algorithms may call this strategy into question, depending on the type of campaign you are running," he added, claiming that quality keywords are more important.

Other tips included ensuring that keyword bids will indeed result in profit and that a landing page is targeted and attractive to visitors.

"Paid search is easy to do, but hard to do well," the expert concluded.