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Avatar Posted By: storyspinner 290 days ago
Topic Type: News Story (Jump to http://www.semgeek.com)
Category: Paid Search
Greg writes a great article about why focusing on just the ad creative is not the "Secret Sauce" to PPC success.

"However, I do tend to disagree with all of the hype coming from others in the industry who are over-emphasizing the importance of Ad/Creatives and continuing the evangelistic-like outcries that conclude that Ads are the most important element of PPC. For some reason I'm not hitching a ride on this nifty bandwagon."
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from greggorio 281 days ago #
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This post is primarily about how sometimes it is very easy to lose focus on the bigger picture. Ad testing is obviously very important and is considered a requirement amongst many search marketers. But, when it comes to meeting and beating the goals of SEM, spending time constantly tweaking the Ad to improve CTR% will not necessarily drive the revenue needed to sustain growth.


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