Where paid media optimization should stop in long sales cycles

In long sales cycles, optimizing campaigns based on final sales can lead algorithms to misinterpret performance issues as targeting problems rather than operational ones like changes in the sales team. This matters because it causes automated bidding systems to make incorrect adjustments, potentially degrading campaign effectiveness. To mitigate this, optimize up to lead submission and use lead valuation to guide algorithmic decisions effectively.

Read the full article at Search Engine Land

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