By Ben Wills
As with any successful project, clear definitions of the overall strategy and the tactics necessary to achieve that strategy are essential. Given the nature of pay-per-click search marketing (i.e.: ideally you would put a dollar in, and get two dollars out) and how easily your ad spend can escalate out of control, clear strategies and tactics will become the impetus of your search marketing campaign.
Before I go any further, it would be prudent to digress in order to define the linguistic distinction between strategies and tactics, and how they will be applied throughout this article. I feel that this distinction could, obviously, be used outside of pay-per-click, and I encourage readers to reflect on other ways that this distinction may be applied throughout perceptions in their organization.