Paid search's appeal escalates; ROI makes format online marketing staple for Ford, others.(Interactive)(Microsoft ends its licensing deal with Internet search provider LookSmart)

Advertising Age, October, 2003 by Elkin, Tobi

Byline: TOBI ELKIN

Last week Microsoft ended its licensing deal with Internet search provider LookSmart, signaling its intent to carve out its own piece of the lucrative search-related advertising sector. Two days later, underscoring Microsoft's reasoning, Yahoo! reported doubled third-quarter earnings, citing, in large part, the growth in the search ad market that is currently dominated by Google and Overture Services.

Paid search has grown nearly 50% to $1.6 billion this year, according to Jupiter Research, outpacing all other forms of online advertising. Overture bullishly estimates the market will hit $8 billion by 2008. Simply put, marketers are flocking to the tool.

Most appealing to the marketer converts is the transparency in terms of...

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