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Whether you’re new to
Google Ads or a wily veteran, I can pretty much guarantee you will
eventually fall victim to Campaign Tunnel Vision. This little-known
ailment occurs when you overly focus your attention and effort on just
one piece of your sales funnel at the expense of all the other key
areas.
For example, you may
agonize exclusively over optimizing bids, or tweaking ads to find the
highest click-through rate, or split testing landing pages to boost
conversion rates. With Campaign Tunnel Vision, you can “optimize” your
bids, your ads, and your landing pages separately, but your overall
sales conversion rates will stay level or may even go down.
The problem is a lack
of congruence. And in this article, I’ll explain why congruence,
above all other tips and tricks, is the secret to success with Google
Ads…
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