Customer Paid Search Pricing SEM 
InfoChachkie
DECEMBER 2, 2009
As noted in Pour and Stir Part I , the key to the successful execution of this strategy is managing the following equation: The cost to acquire a customer < lifetime value of a customer. Decreasing Your Customer Acquisition Costs. This is equivalent to being handed a free customer for every ten customers you acquire.
Both Sides of the Table
MARCH 11, 2011
So he launched a company with exclusively paid search. He said it was better than the Yellow Pages because he would provide pricing transparency. Users would know exactly how much was paid for each click. So when he saw the browser it instantly dawned on him that this would be the greatest customer development tool ever.
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