Are you getting full benefit from your Google, Yahoo, and MSN paid search campaigns? Do you wonder if smarter planning would enable your team to wring more profit from the paid search channel? This fast-paced session presents step-by-step techniques for planning your annual paid search campaigns. We cover budgeting, forecasting, and economic strategy. We present examples of lifetime value calculations for search-acquired buyers and discuss the economic strengths (and weaknesses) of brand name search. We present spreadsheet models which help you determine if you are overspending or underspending, and how best to reallocate advertising to maximize portfolio return.

Learning Points:
• Learn an optimal advertising model to assess the best level of search spend.
• Learn paid search planning methods, developing reasonable estimates for the holiday surge.
• Learn how to manage your brand and non-brand search portfolios

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