• http://www.rimmkaufman.com George Michie

    Hi Erica, two quick questions:

    1) Do you have any data to support that notion of a paid search buying cycle/conversion funnel? Every responsible study I’ve seen suggests that it doesn’t really exist.

    2) Seems to me that the Quality Score penalties for relevance would likely prevent an ad for dog food from showing up for a search on “dog breeds”. Can you give some examples of this strategy in action and talk about the trade off with the CPCs needed to buy that traffic?