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Have you ever wondered how so many businesses make massive conversions over Google? It’s not the result of endless labour, testing new ads and pulling old ones all the time, and nor is it the result of some kind of magic testing ritual. The only real difference between the most successful marketers and the least successful is that one group ruthlessly optimises their advertising, and operates on the idea that data alone should help them plan, and the other works along intuition and their own personal biases
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