Perhaps you’ve heard The Byrds croon out these famous lyrics:
To everything (turn, turn, turn)
There is a season (turn, turn, turn)
And a time to every purpose, under heaven
A time to be born, a time to die
A time to plant, a time to reap
A time to kill, a time to heal
A time to laugh, a time to weep
In these words (little-known fact: they’re actually pulled from the Biblical book of Ecclesiastes), we’re reminded that specific actions often have specific purposes… it’s just all about timing.
As we think about PPC, I can’t think of a more important principle for auditing low conversion rates in your account than this.
The reason this principle is…