We all know the old saying that sometimes we become too close to our own project to see the changes that can be made to improve results. This saying is particularly relevant to AdWords campaigns, as it often takes a fresh set of eyes to ensure your campaigns are bound for success. The common assumption with AdWords is that simply putting more money into your campaign will improve your results. However, for a platform where several elements combined impact results it is naïve to think one single component has the power to make or break a campaign. The Titanic provides a perfect analogy here, the ship cost an ambitious fortune which created the mentality it was ‘unsinkable’… and we all know what happened there.