"Just bid down to fix high ACoS"
Often wrong. High ACoS is frequently a conversion problem, not a bid problem — the listing, price, or relevance is the real cause. Bidding down a converting keyword can quietly cost you rank and volume. Diagnose before you cut.
"Dayparting is useless"
It depends entirely on your account. Some products convert evenly around the clock; others swing hard by hour. The honest answer is to look at your own revenue-per-click by hour before deciding — the data settles it, not the slogan.
"Broad match is dead"
Modern broad match paired with a disciplined negative-keyword habit is one of the best discovery engines you have. Broad without negatives is a money pit; broad with them is how you find tomorrow’s exact-match winners.
"More keywords is always better"
Volume is not strategy. A bloated account of half-watched keywords is harder to optimize than a tight one where every term has a job. Depth on the keywords that convert beats breadth across ones that do not.
Let the data settle debates
Almost every PPC argument dissolves the moment you look at your own numbers. Treat best practices as hypotheses to test against your account, not commandments.
Master Sifu — SellerMate’s reports make these debates testable in your own account in minutes — so you can replace opinions with evidence.
Now test it in the PPC Dojo
Master Sifu will quiz you on this concept. Clear the trial, earn the belt.
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