PPC has come a long way from the simple auction based system that GoTo started up years ago. Gone are the days of transparent bid prices (a double-edged sword) and bid jamming (don’t miss that one bit). Bid automation has been rendered ineffective by the almighty Quality Score. A flurry of options have been released in the past couple of years that give us more and more control over our account and how it’s run. But when do so many options for control become overwhelmingly complex? How long before the problems of complexity outweigh the benefits of control? Continue reading
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