The big selling point for online is accountability. This is a 2-way street though, great to see what works but sickening to see that a lot of your spend is wasted.

And I know about optimising multiple keyword campaigns, and delivering a strong call to action when peole click through etc etc. That aside, the majority of clicks (albeit targeted to search terms) just don’t ring the tills.

Google clicks are down, share price is down, I can’t help feeling that after the initial rush people are pulling back from google. They created NEW advertising budgets within companies that wanted to play with online advertising, budgets that will rapidly be cut when it turns out not to be the magic cure it was billed as…