The goal of paid search management is to predict the future. To do that, PPC tools need to look at the past. The question is, How far back should they look? Let’s first review what the systems are looking at. … Continued

While managing paid search programs for Amazon.com in 2006, Adlucent discovered that integrating paid search with a retailer’s product inventory leads to dramatic improvements in efficiency and revenue growth. In particular, doing just one straightforward thing—pausing keywords for products that … Continued