Convergence of Search and the Rise of the Marketing Technologist

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The advent of the pay-per-click (PPC) model produced a new breed of Internet marketer. Instead of the technological expertise required for search engine optimization (SEO), anyone with marketing savvy could set up, manage, and optimize PPC campaigns. Its simplicity and accessibility led to extensive adoption by all sizes of companies, even home-based entrepreneurs. Paid search surged ahead, morphing Google into a financial behemoth expecting 600,000 AdWords advertisers by 2008 (source: 2004 “leaked” forecast on SFGate.com).

But the easy times of PPC marketing are gone. Increasing competition, shrinking inventories, and a proven “black box” revenue model have made paid search increasingly sophisticated, especially on the top search engines.

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About the Author

(78 Posts)

Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).

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