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The placebo ratchet

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A placebo that works becomes more powerful. Which makes it more likely to work next time. It’s that simple, but it’s magic. Placebos work for two reasons: The confidence they create makes it more likely our body will respond, our work will improve, that something will go better. Things might get better on their own, […]

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A Look Inside Google AdWords’ New Ad Suggestions Feature

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Every advertiser takes immense pride in the ads they write. After all, writing the perfect PPC ad takes time, creativity, coffee, the occasional beer, and months and months of testing. It’s more than writing a 140-character ad: it’s a monumental and never-ending task. We know that writing ads is important and challenging, but busy advertisers […]