Going Deep to Come Up Winning in Paid Search

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Whether you’re new to paid search or it’s old hat, two things every marketer quickly realizes today is that pay-per-click costs are expensive and they are on the rise. With the current strain of finding strategies to profit from click charges ranging from $1.50 to $20.00, one becomes nostalgic for the Goto.com days of $0.05 and $0.10 bids for top keywords.

Bygone days aside, today’s high click cost environment requires a stronger strategic mindset.  It requires a success structure consisting of a clear objective, powerful ad copy, detailed keyword-level tracking, split-testing methodologies, a solid grasp of landing page optimization, and an in-depth understanding of performance metrics.  Yet, as the competitive landscape becomes increasingly intense and these strategies are adopted by more companies, the success structure needs to drill even deeper into the business sales process.

Under certain circumstances, winning against a “no holds barred” competitor demands the mindset of a world-class chess player pursuing short-term sacrifice for resulting long-term gain.  This is the purpose behind the customer lifetime value strategy.