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your post hits that end of year itch where everyone is comparing notes. one small thing that paid off for a client was cutting low intent search terms then bumping exact match bids by ten percent which lifted cvrs in a week. do this by pulling a 90 day search term report then tag anything with zero conversions and over one point five percent spend share then pause or negate in batches of five so you don’t shock the system. a friend tried it last month and saw cpA drop from mid fours to low threes by day ten which kept their board off their back.
