1. Tracking is wrong more often than not
We expected it occasionally. It is closer to the default state.
2. The feed beats the bid, consistently
We expected feed work to matter. We did not expect it to outperform bidding changes as reliably as it does.
3. Most catalogues are mostly invisible
The share of products that have never had an impression surprises every client we show it to.
4. Clients want honesty more than optimism
Telling someone their margin cannot carry paid traffic loses a deal and earns a referral more often than we assumed.
5. The boring routine wins
Weekly search terms and negatives beat clever restructures in almost every account, over almost every period.