Paid search ad bidding wars are escalating

04/8/2004 | Wall Street Journal, The

Marketers increasingly are bidding aggressively to get their search ads placed high on search sites such as Google and Yahoo!, which is leading to ever-higher costs per click. Typically advertisers pay less than $1 per click on a search ad, but in some extreme cases the bidding wars have pushed prices up to $100 per click.

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