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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 25. Dirty data equals bad bids

Garbage in; garbage out. This saying, from the early days of data processing, illustrates the fact that even the most brilliant computer program can’t deliver when poor data are fed into the system. Well, the problem hasn’t gone away; in fact, it is far more serious today because many search marketing campaigns are based on garbage data.

A huge segment of marketers base their entire bid strategy on bad data. Sometimes, reasonably good data is incorrectly interpreted in respect to bid intelligence. Marketers and agencies seem to focus heavily on the bidding process when it comes to managing paid placement search campaigns. Often, data used to make these bidding decisions is assumed to be the right ...

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