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I need to be in position 1! I need to be ahead of my competitors! I need to show up all the time for this keyword! I need to be in the top 3 or I won’t be seen! Wrong, wrong, wrong, and, yes, wrong. Too many marketers and business owners react emotionally to AdWords. Oddly enough, they have the data available to make accurate decisions, but they let their egos get in the way.