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MarTech » Performance Marketing » Three well-meaning paid search optimizations that might kill performance

Three well-meaning paid search optimizations that might kill performance

That recent adjustment to your paid search campaign seemed like a good idea at the time, but now you're seeing a drop in performance. How could this happen? Columnist Andy Taylor notes some common issues that arise from well-intended optimization choices.

Andy Taylor on January 10, 2017 at 2:30 pm

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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?

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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.]


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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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.

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