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.