Strictly Business - A Column From Search Engine Land The guy was in a panic. His ROI had been in a nose dive for the last few months, and he couldn’t figure out why. With no major changes to keywords, copy, landing pages, bids or budget, he was dumbfounded about the decline. But when I asked him what his competitors were doing, his response was telling—he looked at me like I was from another planet. Suffice it to say, he failed to see the connection.

Unfortunately, he’s not alone. Many marketers fall into this trap. And this trap can be lethal to your paid search success.

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