• http://www.thesearchagents.com Bradd Libby

    Patricia, every word of this article is gold.

    I wish everyone in the industry had to write “Quality Score causes most advertisers to try and maximize response, or click-through-rate. Not surprisingly, this methodology also increases the click charges that go into the pockets of search networks!” one hundred times on a blackboard.

  • http://www.rimmkaufman.com George Michie

    Great article, Patricia.

    Truth in advertising is not just the law, it’s a paid search “best practice” as much as I loath that phrase. An accurate “Why shop here” message that qualifies traffic is important for B to C advertisers as well, particularly those whose selection and pricing do not resonate with the mass market.