I saw this really interesting post this morning that explains an experience on buying google ads that didn't quite lead to business. Its obviously unique to them and not necessarily indicative of a broader trend. But I thought it was worthwhile to post.
We spent a good amount of time in Simonov's marketing class exploring how you can A/B test (seasons, diff browsers, etc.) and adjust for additionality. I worry that there is more cannibalization and that the decision of whether to advertise is more nuanced than many think it is.
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