In this article, Kevin Lee discusses strategies to avoid “ad burnout”, a term used to describe decrease in ad effectiveness over time, mainly by targeting search and contextual ads differently. Lee suggests that although burnout may not be an issue for PPC today, however, it will be an important factor when planning campaigns in the future. One strategy is to clone campaigns to see which ads work better within the contextual and search markets. Lee states that writing different creatives and rotating them within contextual markets helps test which ads work the best and avoids creative burnout at the same time.

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