Online search is a $15B industry and 90% of that spending goes to Pay Per Click marketing. This category of online spending is projected to double in size by 2014 to $31.5B. As the spending increases, the search engines are adjusting how these ads are displayed to optimize their revenues and to improve relevance to the end user. Understanding the details of how this works will allow you to insure your campaigns receive the highest return possible.

Sharon Swendner of .Com Marketing will conduct our new Second Wind webinar, Pay Per Click (PPC) on Wednesday, February 17, 2010, at 2:00 p.m. Eastern time. Read more or register now. Webinars are free to Second Wind members.

In this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive, social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win. Read more...Download Vol. 22 No. 12.