Click-through "Commitment": The Keyword for Search Engine Advertisers

Search engine advertising (SEA) is booming and can deliver big rewards for businesses – but some are far better at it than others. New research from the Australian School of Business reveals why only some companies are succeeding in the fastest-growing online ad segment. Even when the hits are happening, many fail to measure, monitor and refine campaigns effectively. But the real keyword for search advertisers is "commitment". SEA may look quick and easy, but its ephemeral appearance is deceptive. Conscientious effort is required.