"Paid search listings now make up about 50% of all online advertising. Many companies are being lulled into running haphazard, ineffective campaigns because of the 'self-serve' ad placement models touted by Google and Yahoo," warns Goodman.

"The reality is, Google's AdWords platform is more complex than ever, introducing barriers to novice advertisers by way of 'ad quality scores' that take into account a range of factors, including content and quality cues Google's spider analyzes on your website. MSN adCenter has introduced an exciting new product, and Yahoo will begin phasing in its completely overhauled 'Panama' search marketing platform this fall. Novices will find it tough going.”

"It now seems that experienced agencies and larger advertisers are learning how to leverage relationships with the major search vendors," adds Goodman. "Now more than ever, only the strong and savvy will survive in search marketing. Consistent campaign optimization and measurement of ROI is part of that effort, but you also need access to resources and knowledge, and ongoing industry relationships."