Getting high on pay per click

Pay per click advertising has been described as the "crack cocaine of marketing" by Cheapflights vice-chairman Hugo Burge.
Speaking at the EyeforTravel conference in Berlin, Burge said there was a danger in companies becoming addicted to pay per click advertising, and obsessively outbidding their rivals.
"It's the crack cocaine of marketing," said Burge, Cheapflights vice-chairman and head of international.
"Some companies put 80% of their marketing efforts into it, but you have to put it into context with your marketing mix and your competition. Some companies will have a different return on investment strategy and will be able to outbid you."
Hilton International director of channel development Ivan Imhoff told delegates to think of website content as a way of appearing further up the list on search engines.
Hilton has created website guides at www.hilton.co.uk/guides with the objective of bringing in 150,000 new visitors to the site from search engines.
A total of 45,000 new visitors have come to the site since it was launched six weeks ago.
"Creating guides is something we've never done before, but it's a unique offering for us and it's brought in new visitors to our site."