Pay Per Search

Until now, planning a pay-per-search campaign has been a fairly straightforward

process: You compile your list of keywords, then match them with the

appropriate search term descriptions and URLs, submit them to the site,

and boost or lower your bids as you see fit.

First Google introduced its new program, which includes the standard

pay-per-search features in addition to several auxiliary offerings; then

Overture modified its policy to include new regulations that have left

many advertisers bewildered. For those of you who find yourselves

in such a state, here's a summary of what's changed -- and

a few tips on how to comply without compromising your client's

campaigns.