Wondering what all the fuss is about Google and Yahoo's record profits? Dan forwarded me some great insights of the importance of integrating Pay-Per-Click advertising with your traditional SEO

Pay Per Click (PPC) Optimization and Management

A recent study by JupiterResearch sighted a 34% increase in paid search from 2003 to 2004 (2.6 billion in advertising in 2004), and predicting an increase to 5.5 billion in 2009. The paid search market is filled with companies that understand PPC can provide an effective way to boost sales and generate leads. However, most companies are not equipped to effectively manage and monitor a successful PPC campaign.

What should you look for in a company to help manage your pay-per-click campaigns? You need to look for a company that provides clients with the experience to effectively manage all aspects of PPC management, including:

Extensive keyword research to ensure clients are effectively utilizing their PPC budget and not targeting keywords with low conversion rates.

• Writing titles and descriptions that target relevant users and enhance visibility in the search engine.
• Reporting on campaign performance including click-thru and conversion rate tracking
• Monitoring all of the advertisement campaigns and creating new ads to ensure priority placement and performance.
• Monitoring keyword status and making adjustments for the best performance