March 11, 2009:
Recently a client was telling me about their Pay Per Click (PPC) program, and how there was an expectation from senior management that they always be present for a particular keyword. A 1-word keyword. In a competitive (i.e. expensive) keyword space.
I was saying that it is too bad that they were being asked to waste so much money. And it is a waste!
But, I was surprised when they told me about a little trick they were using – only displaying their PPC ad for that keyword when and where the CEO would likely be!