Rob Murray of iProspect talks with Byron Gordon of SEO-PR after the ""How Much Search is Enough"" panel at SES San Jose 2008. Murray says that budgeting for search is not an exact science in any industry. He flags the most important steps in getting one's corporate noggin around search in a holistic manner as understanding the lifetime value of site visitors and customers, determining what your cost per order metrics are, figuring out how to rethinking your presence in paid as paid search becomes more and more expensive, and finally to ensure that you set aside a reasonable amount in your budget for testing--as your campaigns mature, says Murray, testing becomes crucial to finding new ways to improve your campaigns.
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