Why Is Search…So…Darn…Hard?!
If you’re in digital marketing, you know what I mean just reading the title. You’re sitting at your desk and the email lands in your inbox with a thud: someone important in your company just did a search in a major search engine on a keyword they thought was important and your paid search ad didn’t show up.
You’ve explained it all before, maybe even 100 times. But the bottom line: search is really hard. Hard to explain. Hard to execute effectively without blowing through your whole marketing budget. So I am copying below the response I have cut and pasted into more emails than I can count. The answers are more relevant to paid search (Pay-Per-Click or PPC) but the keyword points can apply to organic (Search Engine Optimization or SEO) search as well.
