I have attended a plethora of summits and conventions this year. Here are the highlights. Search is becoming so complex that managing it via a portfolio perspective is becoming
Currently reading (listening to on Audible) – Excellent book so far. I am not a huge fan of a severely structured approach as I have experienced much better results from a fluid and flexible approach to challenges.
The primary principles of the book are:
Search is becoming so complex that managing it via a portfolio perspective is becoming a must.
- Bid rules have inherent limits based on your campaign and adgroup structure. A portfolio approach can better match your best spend to top performers.
- It is also essential to have restraints on your portfolios so that you are properly covering all of your offers (models).