For Interactive Marketing Professionals

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	May 13, 2009 How To Set Goals For Paid Search Success by Nate Elliott with Shar VanBoskirk, Angie Polanco

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Executive Summary

Search engine marketing dominates the online advertising landscape: Nearly half of US online ad spending is dedicated to paid listings. However, too few search marketers understand how to measure the business value of paid search campaigns. As keyword prices continue to rise and the recession bites into marketing budgets, it's more important than ever that marketers identify the right metrics for their campaigns. Focusing on these specific measurements is the first step to improving the success of your search marketing efforts.

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