While often lamented by marketers and businesses alike, paid search advertising is an immensely important component for any successful marketing strategy. Without adding a paid search element to your campaign, you can expect to lose out on an immense amount of potential leads.
Of course, simply participating in PPC and other paid search programs isn’t enough to succeed, either. You need just the right level of bid management and marketing insight to get the most out of your CPC and improve your click through rates. Otherwise, you’re simply washing your marketing budget right down the drain.