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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 14. Better targeting with Microsoft adCenter

As marketers begin to truly understand the value impressions and clicks bring to their businesses, they will bid more for the opportunity. The pressure to fight for scale (click or impression volume) within auctions can be grueling. For those with strong businesses, strong brands, and compelling offers, auction-based media offer great opportunities.

PPC search entered a new era with the launch of Microsoft’s adCenter (adcenter.microsoft.com), which launched in 2006 after a long beta period. As is common in SEM, the industry continually evolves to better meet the needs of all constituents. In addition to having another PPC auction to participate in, the advent of adCenter means that ...

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