Summary
Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and marketers focus on program mechanics instead of adopting practices to increase their search marketing sophistication. With search marketing complexity increasing, marketers should stop trifling with search and treat the medium seriously by defining a process for using it, growing keyword lists, adopting dedicated bid management tools, and pushing vendors to innovate.
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