Summary
The article argues that PPC performance rarely improves just by following “best practices,” even though those fundamentals still matter. After reviewing a decade of campaign testing, the author shows that the biggest gains often come from strategies that break conventional rules rather than refine standard account structures. Techniques like selectively reintroducing tight keyword control, using broad match with strict negative keyword management, and prioritizing conversion value over simple conversion counts often outperform traditional setups. The article emphasizes that platforms optimize for signals, not rigid frameworks, so advertisers should focus on influencing those signals. Ultimately, success comes from testing beyond accepted norms.
Search Engine Land
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