Budgets are a fact of life for many paid search program managers. Budgets are essential for some firms, unnecessary but required nevertheless for others; and, on too many occasions, an onerous impediment to success in paid search.
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I've argued in the past that many in the e-commerce space should not budget search at all. If ROI is positive, why constrict spend if you would be making money by spending more? If ROI turns negative, why keep spending? Revenue comes in before you pay the engines, s [...]
Related Topics: Channel: SEM | Paid Search Column