This link has been bookmarked by 1 people . It was first bookmarked on 31 Mar 2008, by Jeff Walzer.
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31 Mar 08
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The company has been working to improve what it calls the "quality" of clicks, minimizing the number of clicks that don't lead to revenue for advertisers. The result, at least in theory, is that advertisers may be willing to pay more for each click because the chances that a click will result in a sale will be higher. Clicks may go down. But Google's revenue would go up.
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The skepticism is understandable. Google, like other online advertisers, has built its business (BusinessWeek.com, 2/27/08) convincing customers, analysts, and investors alike that a click is a corollary for a customer in a store. The more clicks, the more potential customers, and, ultimately, the more sales.
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Still, a click has never been (BusinessWeek, 2/28/08) quite like a customer walking the aisles, wallet in hand. Sometimes a click is simply the reaction of a confused searcher. Other times, it's driven by the curiosity of a bored Web surfer. There are even cases of a malicious competitor clicking on ads to drive up a rival's marketing expenses.
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Google stepped up its efforts last year, reducing the area around an ad on which a person could click and be directed to a store's Web site. The purpose was to minimize accidental clicks on ads by people not actually interested in the advertiser's Web site. It also rolled out a "conversion optimizer" in January for its AdWords search advertising customers to enable them to effectively buy ads based on the number of sales or customers those ads generate.
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