EuropeSponsored keywords – greater clarity needed in Europe

In an internet economy that is struggling to settle on a viable business model, keyword advertising has proved to be a contender. Google, Yahoo! and Microsoft all offer services that allow companies to sponsor keywords to ensure that their advertisements appear in sponsored links close to the ‘natural’ search results generated by a search engine. Keyword advertising has become such an important part of an effective advertising strategy that popular keywords have become valuable commodities.

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