The Pollution Effect is what happens when bad ads serve up with good ones in the same search results. Searchers might not take the time to judge each ad on its own merits, so the whole lot gets disregarded. Brad Libby explains how this creates a problem for advertisers with the good-quality ads.
He also provides key findings from several tests run on the ads, lessons learned for marketers on carryover and showstopper ads, and advice on how to not become a victim of diminishing click-through rates.
Read the whole story at The Search Agents »