This paper offers processes and strategies to design an effective paid search marketing campaign and to develop the art of search term selection. The paper details how Hitwise can provide you with a competitive edge by analysing search term success, running a comparative analysis with the search terms that drive traffic to competitor websites and finding all of the various iterations of ways that consumers are searching for your products or services.

It also provides search marketers with a step-by-step guide for the planning stage of their search marketing campaigns. With a greater understanding of the strategy that lies behind effective search marketing campaigns, you will be able to maximise the qualified traffic that reaches your website from search engines.