It seems like everyone's doing paid search these days, and the new best thing is everywhere. So how do you manage it?
1) Make sure click fraud is getting returned to your budgets
2) Understand what your actual search budget is, and what goes towards commission
3) Refine the ad groups running, ensure that pertinent terms are landing on relevant pages
4) Make a longer tail (keep adding keywords)
5) Optimize based off conversions, not clicks
6) Talk to the "smart guys", the technical brains behind the curtain
7) Ask about negative keywords
8) Emphasize Google, but keep track of MicroHoo and form a strategy
9) Know the bounce rate on your landing pages
10) Consider dynamic keywords
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