Answers
Should I stop bidding on terms I already rank for?
Test it rather than assume. Sometimes you are buying clicks you had free.
The short answer
Test it rather than assume. Sometimes you are buying clicks you had free.
Pause the overlap for two weeks and watch total revenue, not campaign revenue. If total holds, you were paying for traffic you already owned.
Where competitors are bidding on those terms, the ad is defending a position rather than buying a new visit.
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