Value of Paid Search
Here's an interesting article at eMarketer.com. While having the top position in paid search is clearly valuable, note how fast the value drops once you reach just the third or fourth spot. Definitely food for thought for companies considering a paid search strategy.
Perhaps more cost-efficient methods exist such as search optimization. And undoubtedly there is another way to capitalize on subject matter that could deliver more bang for the buck. The first company to bring it to market can certainly use this data as a selling point.
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