Ad platform interfaces pummel PPC advertisers with recommendations. Reps present decks on best practices. Articles proliferate across the web proclaim the ideal approach to build the perfect campaign.

The shift is simple to describe and harder to practice, yet it may be the difference between quitting and building something that actually survives.

Online campaign optimization methods evolve. Some of us remember well the times when a majority of ads were sold by reservation of a time slot on a webpage. The advertiser paid, say, a monthly fee for ...

Prior to launching any PPC campaign, you must benchmark your competitors. This vital step will help you identify strategic best practices and set your account apart – which can improve performance ...