An Effective Paid Search Campaign

Good article on paid search campaigns with up-to-date data: http://www.cmomagazine.com/read/120104/high-search.html

My takeaway:
"The best way to approach a paid-search campaign, experts say, is to begin with a smaller initiative using a small set of initial keywords. By rigorously and continuously measuring the success of each keyword, you can gradually add more to the mix while discarding the least-effective ones."