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Malthusian Paid Search

Why is it all so difficult?

Why do account structures get so complicated that the only thing to do is burn it down and start again?

Why do labels, so simple and clear to start with, spiral into a horrendous mess of "sale", "winter sale", "sale" AND "discount", "sale" AND "free delivery"?

Why do our best laid plans of "this time it will be different" always end up the same?

Authored by Richard Fergie