Paid Search x Marketing Analytics, with John Busby

<p>In this episode I sat down with <a href='https://www.linkedin.com/in/johnmbusby/'>John Busby, CMO and Managing Director</a> at <a href='https://www.centerfield.com/'>Centerfield</a>. 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.</p> <p>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.</p> <p>Listen to more episodes on the <a href='https://mxa.podbean.com/'>Marketing x Analytics Homepage</a>. Transcribed episodes of Marketing x Analytics are available on <a href='https://app.podscribe.ai/episode/82778908'>Podscribe.com.</a></p> <p>All view are our own.</p>