Yes... but maybe also no. Well measured advertising budgets are definitely part of the game. But so are poorly measured campaigns. Type B often cargo cult A. It

Yes... but maybe also no. Well measured advertising budgets are definitely part of the game. But so are poorly measured campaigns. Type B often cargo cult A. It's far from a perfect market. In any case, Adwords is at this point a very established product... very much an incumbent. Disruption generally, does not play to their favor by default.