A lot of PPC accounts are built from the bottom up. You start with keyword research, group them by themes or match types, maybe throw in some location targeting, and go from there. But then reporting ...

The PPC model prizes volume over attention, yet some publishers are now moving to measure time spent looking at ads rather than views. Could we see a move towards alternative models for search ...

There’s no universal “cheap” or “expensive” option. What matters is that you align expectations with investment. What also matters is that you set reasonable expectations for your vendor and the ...