Wisdom on Search Advertising

Why search advertising is so important in today's Wall St Journal explained in today. Wisdom for the Web

Wyndham Hotels & Resorts, a unit of New York-based Cendant Corp., calculates that it generates $14 in revenue for every $1 it spends on search advertising. Encouraged by such returns, the hotel company has increased its search ad spending by 500% since 2001

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Search advertising exceeded $5.1 billion in the U.S. last year and represented the largest category of Internet ads, according to the Interactive Advertising Bureau trade group and consulting firm PricewaterhouseCoopers.
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Search is "a great environment to build your business, there's no question," says Mr. Williams. "But it's an ever-changing environment and it demands appropriate attention."