Cut Your Google Bill (Without Losing Sales)

3. Prepare for the future. From keyword-targeted videos on YouTube to real-time auctions selling display media, the rest of the advertising world is starting to look like search. Right now, advertisers who want to be in business two years from now can get a very firm handle on search — and the new advertising that’s an outgrowth of search. Or they can play catch-up when cost of entry is prohibitively high. I’d suggest the first option.