New Technology Briefing: Ten golden rules to search advertising

There is no better way to spend your marketing money than with keyword advertising. The latter is an online text based form of advertising triggered when a user types in a keyword to a search engine. This form of advertising is highly relevant, which increases the likelihood of customers finding you. Users searching on terms specific to your products or services are qualified leads. And you pay only for customers who click to your site. Keyword advertising therefore produces a significantly higher return on investment than other forms of marketing. This paper offers practical tips on getting the most out of keyword advertising.