Nicholas Fox, Google, on future of search advertising at SES San Jose 2009

is on a cost per acquisition basis yet still translates back into a cost per click bid per auction. Given this success, it’s easy for Google to see how advertisers are interested in tying their Adwords performance back to the fundamentals of their business. One of the big innovations in Adwords and search advertising in general, according to Nick, is the move from cost per impression to cost per click. Nick describes it as part of the natural evolution to go from cost per click to cost …