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Approximately 45% of online advertising spending in the US is dedicated to pay-per-click (aka Search Engine Marketing or SEM) ads on the major sites like Google, Yahoo, and MSN. Because of the enormous sums of money involved in this industry innovation and change are the only constants, and businesses are always struggling to keep up with industry trends and developments.

At the Search Marketing Expo (SMX) West conference in Santa Clara numerous companies recently gathered to display their new products and services in an effort to find new ways to create efficiencies in customer acquisition. Many businesses have found display ads to be too expensive and less able to track a return on investment than pay per click search marketing ads.

Read the full story on OBS News