SUMMARY: Should a content site pay search engines for traffic? If you're not selling directly online, how do you set a search budget anyway?
Over the past 18 months Edmunds.com has been testing paid search with Overture and Google. Discover how they set their budget, decided on staffing, tested landing pages, and measured results.
Turns out traffic from SEO, paid search, and direct-to-site visitors is NOT equal in value. More: