« Indeed Testing Pay-per-Action Ad Model | Main | Search Headlines & Links: May 21, 2007 »
May 21, 2007
SEW Experts: Ego Bidding Gone Wild
In today's Search Ads column, "Ego Bidding Gone Wild," Tony Wright talks about the danger of ego-bidding and how to stop a client from bidding their business into the ground.
Besides being bad business in general to spend money that can't be shown to bring a return, Wright points out that "in a world where relevancy criteria is in play, number 1 is somewhat nebulous."
Personalized search, quality scores, geotargeting, behavioral targeting, and other factors can make the concept of a "top result" that everyone sees a quaint memory. Wright says it's better to focus on the return, and not to let ego drive you to make bad decisions.
Posted by Kevin Newcomb on May 21, 2007 3:45 PM
