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The £17,000 bill just a click away |   |
One small business saw its monthly online click advertising bill rise from £150 to £17,000 in one weekend. Randall Northam reports in The Times.
"... So "click" advertising was invented. Brilliant, because you don’t pay unless someone clicks on to your advert (that’s what those little boxes on the right hand side of search engines like Google and Yahoo! are for, I realise now).
It makes the advertisement much more prominent and focused than the straightforward search. You can, in theory, pay as little or as much as you like. You bid for certain words, like Iain McKenzie of MEM Capital, a financial services company in Bicester, Oxfordshire.
He would bid 55p per word for a selection of keywords with Overture, the company that deals with this form of advertising for Yahoo!, and he was quite happy when his spend amounted to between £100 and £150 a month.
Then, over the Easter weekend, Overture charged him more than £17,000..."
Read the full article here.
Posted April 25, 2005
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