Do you test your paid search campaigns? I hope the answer is yes, because only testing will tell you what’s working and what’s not. If you’re serious about making – not wasting – money through PPC advertising, testing needs to be a built-in component. But, not all testing is created equal and you can actually do more harm than good if you not careful.

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Paid search is looking more and more like One-to-One marketing and the latest addition to Google’s Adwords arsenal has brought that reality closer to fruition. In today’s Search Engine Watch, Greg Habermann gives us a peek under the hood of Google’s Interest Category Targeting. (more…)

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