Sponsored Search Marketing

Like traditional Search Engine Optimization, Sponsored Search Marketing campaigns typically begin with a list of target search terms. These keywords are a product of research into which terms are currently generating the most traffic in a given industry. For reasons discussed here, the results are often disappointing: razor-thin margins on keywords whose potential for profit peaked before they made the list.

So why bother?

The good news is that a Sponsored Search Marketing campaign can be spectacularly successful, provided that it meets two criteria:

• It must be highly targeted, and focused on keywords whose potential has not yet peaked in the marketplace.
• It must be agile and transparent enough to maximize returns by observing and responding to every metric in the sales cycle.

Profit Rank invented these criteria.