Paid search has been a booming business since it was invented by Goto.com (now the Overture division of Yahoo!) back in 1997.
It started simply enough. Pay the high bid and get a #1 ranking for whatever folks are searching for. When people click on your ad, you pay a few cents and then you hope to sell them something to make a profit.
Paid search took off in a huge way. The paid search market hit $2.9 billion dollars in 2004 and is expected to nearly double to $5.5 billion dollars by 2009, according to Jupiter Research.
Paid Search articles
by Mike Moran
- Typed of Paid Search Marketing Opportunities
- Paid placement, shopping search, and directories can all be important to your campaigns.
- Paid Placement Keyword Planning
- As paid placement rises in popularity, per-click prices go up, too. How do you find the bargains?
- Controlling Click Fraud
- Someone out there is trying to cheat you out of your per-click fees. Find out how and what you can do about it.
Get the Book That Explains Paid Search Marketing for Your Business
Top-rated book, Search Engine Marketing, Inc., by Mike Moran and Bill Hunt
Search Engine Marketing, Inc., is a no-nonsense book about developing and implementing a search marketing program in your business.
Full of explanations of both the business and technical aspects of search marketing, a beginner can learn each step, but this book is also full of tips that even experienced search marketers may not know.
More than just quick fixes, this book offers timeless strategies for implementing a search engine marketing program in your business--one that delivers long-term results.
Your search marketing program must focus on your Web site's underlying goals (such as sales) rather than fixating on your rankings in search results.
Search marketing requires that technologists understand the business concepts, and that marketers grasp the technical details.
This book explains both, but also emphasizes tangible business value, starting from the initial cost justification for embarking on the program through operational metrics to prove your success.
You'll convince your management to start the program and then show them why they'll never regret it.
Full of explanations of both the business and technical aspects of search marketing, a beginner can learn each step, but this book is also full of tips that even experienced search marketers may not know.
More than just quick fixes, this book offers timeless strategies for implementing a search engine marketing program in your business--one that delivers long-term results.
Your search marketing program must focus on your Web site's underlying goals (such as sales) rather than fixating on your rankings in search results.
Search marketing requires that technologists understand the business concepts, and that marketers grasp the technical details.
This book explains both, but also emphasizes tangible business value, starting from the initial cost justification for embarking on the program through operational metrics to prove your success.
You'll convince your management to start the program and then show them why they'll never regret it.
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)
Amazon Price: $34.64 (as of 07/12/2009) 
More about Paid Search
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Co-author of Search Engine Marketing, Inc. and author of Do It Wrong Quickly, Mike Moran is a public speaker and consultant now serving as Chief Arch...
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