Evidence – proof that a belief is true or false
Courage – the ability to act despite fear
Daring – the willingness to take bold risks
Initiative – the ability to initiate things independently
Here’s the thing: evidence is wonderful, but you don’t need it to test new things.
Courage, daring, or initiative are enough.
Always Be Testing.
– Nils
PS: Here’s an idea for you to test today: enable search term matching in an AI Max campaign experiment of your broad match campaign. Turn off Final URL Expansion and Text Customization to keep it real.