eSearchVision Official US blog

It has come to my attention that when selecting a PPC provider, a good amount of marketers have what I would refer to as a “blind bias”. The blind bias refers to comments such as “we like Agency X because they seem to be an industry-leader” or “we want to work with Agency Y because we are familiar with them” or “we really like Company Z because they really dominate the PPC space.” I have to wonder, what do these comments even mean? While there might be something to be said for the idea of familiarity as it invokes a certain amount of trust, there isn’t much to be said for allowing basic hearsay to drive crucial SEM decisions. I call this type of bias blind because that’s what it is. There are no numbers or authentic experience attached to these claims, yet they seem to drive the PPC selection process for many advertisers. Read the rest of this entry »