Ever seen the film “Jackie Brown”?

There’s a scene where Samuel Jackson, with disappointment, asks Robert De Niro, “What happened to you, man? You used to be beautiful.”

Sometimes that’s how I feel about Adwords. It used to be beautiful. Darwinian direct marketing. Business the way it should be.

The rule was simple: if you could turn ad impressions into money better than anyone else, you could rule the market.

But, not now.

Now you have to care about non-buyers. Will they bounce away from your site? Will Google reviewers – who don’t have a clue about your market – like your site?

A load of nonsense.