These days, it seems like everywhere you look, someone is suggesting a new AdWords hack, trick or tweak that will transform your AdWords accounts. I’ll admit that I’ve even written these types of articles myself.
And why not? Big wins are exciting and fun. They’re the thrilling result of clever tactics and brilliant customer insights that inspire us to take our paid search accounts to the next level.
At least, that’s how they’re supposed to work. In reality, most hacks, tricks and tweaks become something of a crutch. We all want big wins, so we hungrily search for the next idea that will cut our cost-per-click, boost our ROI, or deliver whatever result we’re currently looking for.