Powered by PPC, Online Advertising Continues to Grow

[thejenn]

Jupiter Research estimates that a total of $7.6 billion will have been spent on various forms of online advertising by the end of 2004, a twenty percent increase over online spending in 2003. Europe will see a growth of thirty-five percent over 2003 numbers by reaching $2.8 billion.

Full article: http://www.searchengineguide.com/laycock/002911.html

So, my question is, what are you, as a small (or large) business owner doing to stay in the game when it comes to PPC? There's been a lot of talk over the past year about how PPC will eventually "run out of inventory." I'm not sure I buy this, as there are always new variations of phrases to purchase, but I do realize that the 'best' phrases often get very competitive, very quick.

So, when it comes to things with small margins, what types of techniques do you employ to raise your ROI? Have you had to drop advertising campaigns because major players entered the mix with plenty of cash and drove you out of the ad space? What's going to determine who manages to stay in the game in 2005 when those ad dollars just keep growing?