Traffic source matters too. You could end up with a bunch of junk click from the search network while Google.com is doing just fine. If things are really unfavo

Traffic source matters too. You could end up with a bunch of junk click from the search network while Google.com is doing just fine. If things are really unfavorable, google might start sending you youtube clicks. The more you are able to segment every possible variable, the more likely you are to catch problems and isolate out what is actually working. I think the most important things are realizing that there is a ceiling on search traffic. For some markets, it is a very, very low ceiling once you’ve optimized out all of the garbage. The giant burst of clicks in the very beginning may be misleading. VC backed startups often are able to dump a tremendous amount of money in to paid acquisition. If you take an already narrow search channel, the “winner” may end up being whoever raised the most money.