ClickZ: Maximizing SEM Revenue in the New Year, Part 1

Kevin Lee explains the trade-offs in the various strategies for making the new year's aggressive revenue goals via search marketing. Sure, marketers can stamp on the gas pedal and maximize revenues by going number one on a wide array of search terms, but those revenues would come with a price tag no one would want to admit to management. The column lists tactics to use for search marketing on a fixed budget.