The Four E’s of a Successful Pay-per-Click Advertising Programby Kent Lewis on July 4, 2006Pay-Per-Click (PPC)
The good news: you can setup and manage a pay-per-click (PPC) advertising program on Google, Yahoo! or MSN within minutes. The bad news: you can setup and manage a PPC advertising program within minutes. That means anyone can set up a PPC program, which has led to higher overall cost, lower click-through rates and conversions. There is hope, however.