Google dropped the Panda of paid search with enhanced campaigns, the most radical change to managing paid search in years.
Product changes are inevitable, but the value is often mixed. Consider session based broad match vs. modified broad match.
Google needs advertisers as much as advertisers need Google. We can’t drive the evolution of AdWords. But, we as paid search professionals can make sure that our needs are reflected in the options and formats Google chooses to pursue.
That’s why I think we need an AdWords Bill of Rights – a series of basic requirements that any performance marketer should be able to expect from their advertising vendor.
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