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Paid search is a pretty awesome channel. Obviously, I’m a huge fan — I built a company around it. But it’s not without its challenges.
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Is there a way we can overcome these big challenges — knowing in the near future search inventory will remain flat, CPCs will keep being expensive, and conversion rates won’t change? Can businesses in competitive industries stay the course? Is there a way we can turn this ship around and make sure we get more for less?