"Following the popularization of paid search by a company called GoTo
in 1998, many dabblers in PPC liked the idea of coming in at the
"minimum" bid just to see if they could show up on the "list" of
advertisers. At the time, this was one cent. It's also worth recalling:
every advertiser's bid was posted next to its listing. The practice of
paying for top billing near (at the time, "in") search results wasn't
yet widely accepted, so there was a look of respectability (albeit
cheapness) to the lower-bidding advertisers. And maybe just a hint of
desperation plainly evident in the two or three advertisers engaged in
grotesque bidding wars for placement on popular terms," explains a ClickZ post. "This ambivalent attitude toward placement lasted about as long as it
took the broader business community to figure out that low bids meant
next-to-no-clicks, and no new business. As businesses became addicted to
PPC by way of the cheap clicks, they learned that higher bids led to
rapid business growth in many cases. You'd think that would have led to
more rational thinking about bids. Eventually, it did." Read more.
No comments:
Post a Comment