Not that long ago, marketers would have paid a pretty penny for direct access to customers who were actively looking for what they had to offer. It was unthinkable that a message could easily and affordably be plopped down in front of prospects when they were searching for it.

Search engine advertising allows companies to communicate with their prime prospects when they are most receptive, those in “search mode” who are seeking exactly what is being offered. These ads are perfect for Challenger Brands because you determine a set budget and only pay when someone who is interested clicks on the ad. Marketing dollars are not wasted on impressions that don’t result in the reader taking an action.

However, these attractive benefits also mean, without a doubt, the competition will be there, right beside you, vying for the exact same customers. Here are some tips for making sure you get the most out of your search engine ads:

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