Pay-Per-Click Advertising Trends Shaping 2010
The year search advertising split: Yahoo handed paid search to Microsoft, Google pushed into display through an acquisition and Google Instant changed search.
Topic
Pay-Per-Click Advertising
The 2010 Pay-Per-Click Playbook: Quality Score and Bids
A working operator's routine for running a PPC account well: how to structure it, which tools handle bidding and the habits that keep accounts profitable.
Building a Pay-Per-Click Strategy Around Quality Score
A step-by-step guide to setting up a pay-per-click account in 2007, from keyword research through account structure, ad copy, landing pages and bid management.
How Pay-Per-Click Advertising Changed Marketing in 2006
2006 was the year pay-per-click advertising grew up: Yahoo's Panama overhaul, wider analytics adoption and click fraud settlements advertisers took seriously.
The Rise of Pay-Per-Click Advertising
From Bill Gross's 1998 pay-for-placement search engine to Google's auction-based AdWords model, how pay-per-click became digital advertising's dominant format.
Pay-Per-Click Mistakes in 2005: Click Fraud and Budget Leaks
The pay-per-click mistakes that drained budgets in 2005, from unchecked click fraud exposure to bidding wars on broad match, and the fixes for each.
Case Study: Pay-Per-Click Success via Quality Score in 2005
An illustrative look at how an advertiser restructured an account around Google's new Quality Score in 2005 and cut cost per click without lowering bids.
Building a Pay-Per-Click Strategy in Google's IPO Year
A step-by-step build guide for launching a pay-per-click program in 2004, the year Google's IPO put search advertising's economics under wider scrutiny.
6 Costly Pay-Per-Click Mistakes Advertisers Made in 2004
The costly, avoidable errors advertisers kept making with AdWords and Yahoo Search campaigns in 2004, from broad match bleed to ignoring conversion tracking.
Pay-Per-Click Advertising Trends Shaping 2003
The Yahoo-Overture deal, Google's auction refinements and the shift of small business budgets away from banner ads: what moved pay-per-click ads in 2003.
Pay-Per-Click Playbook 2003: AdWords vs Overture
An operational playbook for running Google AdWords and Overture campaigns in 2003, from account structure through bid management and landing page matching.
Case Study: Overture vs AdWords Pay-Per-Click in 2002
How a small software company split its budget between Overture and Google's new quality-based AdWords auction, and what the split taught them.
Pay-Per-Click Advertising Trends Shaping 2002
What's carrying over from 2001 and what's likely to change this year, from Overture's expanding deals to early signs Google may rework its own auction.
A Practical Guide to Pay-Per-Click Advertising
Overture invented pay-per-click search, letting advertisers bid directly for placement. Here's how the bid-for-position model works and where it falls short.
The State of Pay-Per-Click Advertising in 2001
A snapshot of where keyword bidding stands three years after GoTo.com launched the model, and why it's outperforming the rest of the online ad market.
GoTo.com Pay-Per-Click Advertising: The 2000 Playbook
An operational playbook for running keyword-bidding campaigns on GoTo.com's syndicated network, from account setup through weekly optimization.
7 Pay-Per-Click Advertising Strategies That Work
Seven concrete tactics businesses are using to get more out of keyword bidding on GoTo.com and its growing network of syndication partners.
Case Study: A 1999 GoTo.com Pay-Per-Click Win
How a small mail-order retailer used GoTo.com's new pay-for-placement model to outperform its banner ad budget in 1999.
Pay-Per-Click Advertising Trends Shaping 1999
Why advertisers are quietly shifting budget away from banners and toward keyword bidding this year, and what's driving the change.