What does this mean for the paid search marketer? Well, first and foremost, concentrate on getting the basics right to increase the overall efficiency of your campaigns. Key to this is quantifiable ROI/CPA targets and the ability to increase the accountability of your campaigns and websites.

Below is a presentation we did recently at the Manchester Interactive Marketing Show. It deals with the increasing complexity of the search marketing arena. We also explore ways of ensuring maximum ROI from paid search in the face of recession and increasing competition.

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