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    Although today's pay-per-click (PPC) programs offer tremendous potential to boost your Web site's online visibility, new keyword buying options pose unique challenges for even the savviest online marketer.
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    When all you have is a hammer, everything looks like a nail, and when most of your working hours are spent with search engine marketing, all your life revolves around search.
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    Left to their own devices, without outside intervention or government controls, industries evolve in a fairly consistent pattern.
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    When a colleague asked me whether Google and Overture allowed certain kinds of search ads, I thought it would take a minute or two to find the answer, get back to her, and be done with it.
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