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Google, Bing: The 'Frictional' Cost Of Change

George Michie details four structural changes that Google's Enhanced Campaigns forces: Different Data, Two Levers, Rethinking Structure, and Bing By Itself. The most interesting of the group points to Bing and how the "frictional cost" of advertising on both Google and Bing will rise for SMBs. This cat-and-mouse game may cause less sophisticated search marketers to "shave time" from managing Bing campaigns. Read the article here.

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