I’m going through a review process for one of my clients on Search Engine Marketing companies that can assist with very large paid search campaigns. One of the things that is clear to me is there are two approaches: strategic with tools/technology to support and technology centric with strategy to feed the optimization machine. Both approaches have merit and fit different company types. However, I tend to think of paid search as a complex process that at the highest levels requires advanced technology to gain the most efficiency and leverage the strategy/knowledge to the max. The following is an example of how many decision points are available to manipulate for a single keyword within a single year - the math is astounding:

(more…)