In this episode I sat down with John Busby, CMO and Managing Director at Centerfield. We discuss the basics of paid search, but also dive deep into real life challenges when implementing paid search for a business. We also discuss how to measure paid search success, execution strategies, differences between branded and unbranded search campaigns, and more.

Also, I mis-quoted Goodhart's Law in this episode. Here is the correct quote: “When a measure becomes a target, it ceases to be a good measure.” In other words, when we set one specific goal, people will tend to optimize for that objective regardless of the consequences.

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