In the early days of its AdWords system (2003/2004), Google introduced commissions to selected paid search agencies. The aim was to provide incentives for agencies to help Google to grow its base of advertisers (and to encourage existing advertisers to spend more). However, the selection ‘process’ was fairly informal and unscientific. Agencies that were not included soon heard about it and started asking how they could join. With no formal criteria, the scheme started to get disorganised.
PPC In 2009 - Maximising your returns from search marketing
As we’ve seen recently, average click costs are increasing on Google, unbearably so in some markets…..