At the start of 2009, Google ended their Best Practice Funding scheme. BPF was established in 2006 to aid the growing focus on search marketing amongst agencies, and also to promote skills training and the usage of new technology in the sector. So now that BPF is coming to an end, how will this affect the digital marketing campaigns of businesses in the new year?
Best Practice Funding succeeded in terms of the growth of Google in Europe, the advancement of agencies, and search marketing as a whole. But BPF was exploited by some clients changing between marketing agencies to benefit from the scheme, as well as agencies themselves using the funding to win contracts by …