Movie marketers are among the seasonal marketers that typically pay higher cost-per-click rates for keyword-based ads on Google, because their "quality" is unproven. Long-time advertisers with a proven success rate generally receive preferential pricing under Google's algorithm-based auction system. The practice raises questions about the adaptability of Google's search ad program, and how algorithms don't always address the real-world needs of marketers, according to this article.

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