Pay-per-click campaigns become more complex, costly

10/17/2012 | New York Times (tiered subscription model), The

Small businesses have had to adapt as the cost of pay-per-click advertising has surged in recent years, leading some to scale back on their use of the strategy. "The only way for smaller advertisers to get an edge is to spend a lot of time improving the quality and relevance of their ads," said Richard Stokes, the founder of AdGooroo. "The problem is that everyone else is doing that as well."

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