Oftentimes they start "optimizing" whatever gets the most impressions out of the gate. They'll do it on such a small sample size that statistical significance

Oftentimes they start "optimizing" whatever gets the most impressions out of the gate. They'll do it on such a small sample size that statistical significance is impossible. Google is more interested in you putting out ads that get more clicks (money for them) than they are about the ROI that you get on those ads. That's why the default settings for all campaigns now are all settings that benefit Google rather than the advertiser.