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Show Notes:
Google Ads is constantly changing, but there are certain aspects of it that you have to accept, or you’ll never be able to reach your full potential and the success you achieve will always be at risk. In this episode, we talk through 9 different fundamental truths about Google Ads that will never change. 

(5:51) Introduction to the topic

(8:15) Starting simple is the best way to launch Google Ads

(9:56) Clicks and conversions come from the top ad positions

(17:50) Lifetime value is the gold standard of Google Ads knowledge

(23:45) The “black box” is real and growing

(30:43) Cost per conversion is defined by cost per click and conversion rate

(35:20) You can’t control how much you personally see your ad

(38:22) Search terms will always matter

(40:33) Ad copy and assets are the only chance you have to communicate with the search user

(43:16) The answer is always “let’s run an experiment”

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