Google “how to improve your ppc ad conversion” and email list your search results will be littered with blog posts like this:don't worry, they will tell you. It's quick and easy". Use these “rapid growth hacks”. Here are some "Tips". Here's how to copy the best converting ppc campaigns. And, honestly, I get it. I don't criticize my fellow writers for their work. These articles are great for seo. Google wants you to deliver quality content that answers people's questions as quickly as possible. Writers will. Maybe these guides will help you, maybe not. But I'll tell you for free: they're selling you a dangerous lie. Here's the truth: optimizing your ppc campaigns isn't easy. Sometimes it's not even that fast! But it's incredibly powerful if you do it right. "Be first, be smarter or cheat" in the brilliant 2011 film margin call, the great investment banker john tuld says, “there are three ways to make a living in this email list business; be the first, be smarter or cheat. " copying your competitors is cheating. Following the “ten tips” guides – even if you see some success – is also cheating. It might work - but it probably won't work very well. And if not? What do you do after? This is why it is essential to understand and deploy what comes next. There are no lies here: my path is more difficult and it might take longer. But it's smarter. It gives you the mindset you need to succeed. Reason email list one: don't follow the herd, be a wolf I've been helping businesses run ppc campaigns for a long time. In general, businesses are run by busy people who don't have enough hours in the day. This time pressure forces them to rush. They scramble to find the best practices to apply. But here's the problem: general best practices aren't specific enough to your business. You see, what works for shoe salesman might not work for high high heels . And “10 quick ppc advertising hacks for any business” probably won't work well.