A very wise friend, ok Craig, once said this to me: “Paid Search is like playing chess with a Supercomputer.” At that moment I think my reaction was something like “meh!”. : ) Of course Craig was right. Search Engine Marketing (Organic + PPC) continues to be a huge part of any company’s acquisition strategy on the web. Like other online channels it is targeted, it is effective and it is accountable. Perhaps its most unique asset being the ability to hyper-target relevant customer intent. I