Founder and CEO of online paid search agency The Rimm-Kaufman Group, Alan Rimm-Kaufman gives you a primer on all things paid search including what makes pay-per-click advertising unique, how to implement a rational means for bidding on keywords, where you should be focusing your attention, and when to outsource your paid search to an agency.
Length: 14 min.
You will learn:
Why you need to track paid search revenue across channels
Why your attention should be focused on Google
Why the quality of keywords varies significantly
Why you must distinguish between brand and non-brand keywords
What matters most in paid search
How to decide whether to outsource your paid search