Digital marketing has undergone quite the transformation since the turn of the millennium. While there are still some remnants of the Wild West spirit evident in online marketing, it’s important to be realistic about what can be achieved in a given timeframe, especially when you’re considering entering competitive markets or competing with established brands.
Unfortunately, many businesses neglect to consider whether or not their organizations are prepared to support a paid search program before jumping in and spending a lot of money. Paid search campaigns can deliver strong results, but it's important to explain when and why it may not be right for every business or every situation. In this post we’re going to examine several factors that help to determine whether a paid search campaign is worthwhile for your business.