Algorithms Gone Wild: The Role of Rules in Paid Search

 

Just about every paid search engine marketing vendor touts their technology, referring to “algorithms” that enables marketers to “set it and forget it” and watch the cash come rolling in.

While there is a place for algorithms in search, the problem that has arisen is that all too many marketers buy the notion that search campaigns can run on autopilot, governed by code written by programmers that are all grouped under the catch-word algorithm. In this brief, we’ll explain exactly what algorithms are and how they can be used successfully in search. We’ll also talk about why relying totally on them is a bad practice.

 

 

 

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