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 ...

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.

Mistakes in PPC accounts are more common than most would like to admit. Some are tactical, others strategic – nearly all hurt performance. There’s no universal blueprint for success, but over time, ...