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You want more patients. Google wants more ad revenue. Beware the following "recommendations" that Google likes to make: ❌ Add broad match keywords Why Google likes it: Broad match usually results in more clicks - and advertisers only pay Google when someone clicks. Why you should beware: You'll get irrelevant clicks. We NEVER run broad match for clients - because Google will show your ads for competitor terms, unrelated conditions and more. ❌ Create a performance max campaign Why Google likes it: Also called PMAX, it gets advertisers running across multiple Google networks - search, display, even Youtube. Why you should beware: Performance Max campaigns provide much less visibility and control over your campaigns - including where you spend and what you're targeting. ❌ Enable automatically created assets Why Google likes it: Potential to increase clicks. And clicks are how Google makes money. Why you should beware: Automatically created assets often have errors or don't make sense, especially for medical practices.

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