Three well-meaning paid search optimizations that might kill performance

I only recently learned of a Wikipedia page dedicated to inventors who were killed by their own inventions. That page is amazing, and if you end up leaving this article and just reading that list for the next half hour, I totally understand.

But it got me thinking: what are some ways in which paid search managers end up killing their own campaigns as a result of their own optimization attempts?

Here are a few examples that come to mind, with some suggestions for avoiding self-induced paid search failure at the hands of well-meaning optimizations.

[Read the full article on Search Engine Land.]

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About The Author

Andy Taylor

Andy Taylor is director of research at Tinuiti, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A seasoned marketer with 9-plus years of experience, he speaks frequently at industry conferences and events.