Tips to help you develop a viable program.

By Alan Rimm-kaufman

Tip: If your paid-search programs are generating true incremental revenue and earnings, keep them running (make sure you understand the role your brand name plays in your campaigns).

Paid search is dead; long live natural search. Search engines are not public utilities. They’re for-profit companies, and they’re very smart. Most (if not all) of the major engines want to wring as much ad revenue as they can from their traffic.