Database Marketing: Mining for Gold

Collecting data related to paid searches is extremely important when determining the return on investment related to this expense, Fry notes. If you want to be at the top of the list of sponsored links corresponding to a specific search term, such as “allergy supply,” for instance, you could pay anywhere from $.05 to $5 each time someone clicks the link to your site. “Some search terms are very expensive,” he says, “because the bidding on them has gotten out of hand.”