Search marketing is a fact of modern advertising daily life. We all do it. It is the most powerful and efficient method of reaching potential customers and is usually perceived as being responsible for a significant portion of your conversions.

The last click problem: The triumph of Google
Other channels' contributions are mostly ignored because marketers use tracking technology that typically gives 100 percent of the credit for a conversion to the last click -- which, more often than not, comes from search.

Another difficulty with search is that once your campaigns mature, finding methods of reaching...