SUMMARY: Are you spending too much of your search budget just to find yourself No. 4 or 5 all the time? Why not go for No. 1 part of the time?
JetBlue was in the middle of the heap but switched tactics. Discover their results in MarketingSherpa's exclusive interview, plus:
-> How best search ad copy varies by marketplace
-> Why JetBlue avoids MSN PPC (for now)