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.

If you entered PPC 20 years ago, testing was scientific, comforting, and one of the biggest reasons to run paid search campaigns. We proudly talked about all the data we collected. It was a binary ...

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 ...