Myriad Ways to Drive ROI via Paid Search

3 Keys to Paid Search Success
Lee began his session by giving his three keys to paid search success:

1. seek audiences, not clicks — and be willing to pay for them;
2. engage targeted searchers; and
3. be ready for the future.

Search clicks provide more high-quality traffic and better quality scores, Lee said, but you have to figure out when to fight for that top position, as well as subsequent clicks. “Conserve your budget for when times matter most,” he said. “You're in an auction with your competitors, whether they're bidding rationally or irrationally.”