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.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!