SAY YOUR COMPANY IS MANAGING A SEARCH MARKETING portfolio of 10,000 keywords. You’re pushing your human resources to the limit. But you’re coping.
Now say your company wants to ramp up its search engine marketing efforts to 200,000 keywords. Do you run out and hire 20 more staffers? Or run into the arms of the nearest search marketing agency that will take the whole job off your hands?
If you’re Autobytel, the Web site that generates leads for local auto dealers, you go another way: You get your smartest IT people to build an automated bidding platform so advanced and proprietary that you can patent it. You make sure the new software can not only achieve the return you want on your keyword bid but generate relevant landing pages for those new search terms. And you give this advanced tool an appropriately high-tech, Tom Clancy-like name:
Network
