“If we add these search terms to your Adwords account as keywords we’ll double your conversion rate!!!”
“Most of these got hardly any traffic. Look, this one only had two clicks!”
“But one of them was a sale! That’s a 50% conversion rate!”
“I still don’t think we should use these for the search campaigns.”
“Search? These are so good I was going to recommend them for the Display Network!”
“That would be great for branding!”

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