Wired_Suzanne - 2:37 am on Apr 16, 2006 (gmt 0)

Think this over in terms of traditional advertising. You submit your ad to the newspaper and when opening the paper a few days later your ad reads different.

Golden rule is you do not change ur clients ads. Whoever had this idea at GoTo (in those days) was surely not thinking about penalizing the customer.

Overture and now Yahoo do a good job upsetting the advertiser. The apparent lack in customer support, the repeated need to adjust ad copy (though advertisers complain about this for overs), and the final straw, the talk abt click fraud.

What we witness here is the decline of the very company who invented PPC's. Move over yahoo, MSN in moving in. Truth is, yahoo/overture only have themselves to blame.