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1 year ago

I Let Google Change My Ad Campaign and It Nearly Killed My Company

Last Updated Aug 11, 2010 Internet Marketing 3:57 PM EDT

By Ethan Siegel, CEO, Orb Audio, New York City

When the Google ad people approached us in 2007 offering to optimize our ad campaign, it sounded like a great idea. Google accounts for more than 90% of our ad budget and generates about 90% of our sales, and we have an excellent working relationship with them. So we let them fiddle with our keywords, bids, and campaign structure. We flipped the switch to imp