• DM News, Thursday, September 20, 2007 10:15 AM

As more brands with billion-dollar ad budgets funnel those bucks into paid search, it gets harder for smaller, more direct marketers to maintain visibility and top placement. So where reaping the benefits of paid search was easy and affordable for some firms, PPC success has become more costly and less of a sure shot.

Sara Holoubek recounts a conversation she had with a direct marketer at a recent mixer that threw her for a loop, as she learned about the current paid search obstacles his firm was facing, and realized how the influx of brand advertisers seems to be pricing direct marketers out of what was once their game.

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