Don’t Scringe When Paying For Search Expertise
A fully optimized Web site can take hundreds of thousands of hours to achieve. A site often has to be rebuilt to make it search engine friendly, and painstaking hours need to be invested in identifying key link-building opportunities and partners.
Similarly, a paid search campaign typically takes daily or weekly testing and tweaking to become ideal. A campaign will continually be in flux until the optimal balance of keywords and ad messaging is achieved, particularly if a conversion metric is being measured.
Julie Batten at ClickZ makes a good case for not scringing on these tools. Both of these are specialized services, which take painstaking research, as well as time and effort to get result - but when done properly, can be of immense help.
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