No disrespect taken - just to clarify, I did similar to him in terms of not spending enough to judge fully but deciding not to commit more time/money into findi

No disrespect taken - just to clarify, I did similar to him in terms of not spending enough to judge fully but deciding not to commit more time/money into finding out, and think that's a fine (and often necessary) way of doing business, even for people like me who are spending six figures a month on advertising, not just for small businesses. My bigger point was just that while individuals can make these judgement calls, their experiences shouldn't necessarily be looked at by others. The problem with blog posts like these is that too many people will look at them and think "so that's the CTR/eCPC/etc. price I can expect" or "those results are what I can expect", without realising that at a $30 spend it's pretty irrelevant to them.