Businesses entwined in lucrative web - FT.com
These days, though, the booming business of search advertising – also known as sponsored listings – has become a far more complex affair. Grabbing the attention of potential customers, and converting that attention into valuable leads, has become equal parts art and science. At the same time, the price to advertise against many of the “keywords”, or search terms, entered by internet users has risen steadily.
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"People are having to work much harder to make it work for them," says Duncan Parry, director of strategy at Steak Media, a digital marketing agency. “It has become a lot more like other advertising mediums: you have to pay it much more attention [and] look at it scientifically."
