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Containing 48+ minutes of video instruction this is Part 1 of a 2 part lesson on paid search. In this lesson you learn how paid search works and how to think about it. Although many search marketing techniques apply equally to organic and paid search, many tasks are specific to paid placement. Find out how to set your budget with a focus on profitability, customer acquisition, and providing lifetime value. manage your campaigns, and make adjustments along the way.