Truth 16. Manage your campaigns for maximum profit
The goal of getting a positive ROI on a paid search engine marketing campaign is inherently understood. Only crazies would knowingly spend money on something with a negative return. Looking at some of the CPC prices out there these days, I think there are some crazies in our midst. Crazies aside, ROI remains a dominant buzzword in this industry.
Paradoxically, however, a campaign with the highest ROI is rarely a profit-maximizing campaign strategy. The more clients I talk to, the more I realize that the success metrics and strategies being used for search are sometimes arbitrary, and even more surprising, might not be aligned with other nonsearch marketing strategies and objectives. ...
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