Don’t Leave Your Keys In the Ignition
The Solution To Exposed Email Addresses
The solution is simple: replace an exposed email address with text, e.g. “Contact Support” and make that text a hyperlink to a Form, usually a form on a sales, support, or contact page. Forms are trackable. When there is a valid form submission event generated from a paid search visitor, the campaign can track the conversion event and the metadata that is associated with it.
The machine learning algorithm uses this data to adapt its bidding process and make more efficient use of the ad spend over time and create higher volumes of conversions per unit of ad spend.
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We consider this important enough that we don’t build campaigns for sites with exposed email addresses. It wastes ad spend, precludes full optimization, and hobbles the performance of campaigns.
That’s why we discuss this with all incoming clients that have exposed email addresses on their website.