[jcsvyu789jh]

One thing I have learned in SEM and paid social -- it's difficult to extrapolate experience across projects.

I've had projects, appeared nearly identical, similar ad copy, targeting, etc. One was wildly successful, one was a flop. Going in, I remember assuming the second would be a big success, but it absolutely wasn't.

There is no should, there is only what happened. It's very difficult to project with sufficient accuracy, the variance swamps all.