Rick Steves: Look at the stat that is most relevant to your objective. For example, if I'm running a campaign to get webinar registrations, well, my objective is going to be conversions. That kind of tells you there's a disconnect between your ad and the registration page. But even with all of this great advice, let's say that my ads still aren't working very well. Where do I just start with the troubleshooting process? steves asks.

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