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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.
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.
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