A couple years ago I keynotes Hero Conf and talked about why best practices can fail. This is one of my favorite talks (outside of time management as that’s one of my passions) as it showcases a large variety of industries and ‘exceptions’ to the typical PPC rules.
The issue is that many ‘best practices’ are called that because they work for most accounts; but not necessarily all accounts.
In many cases, we call them ‘common practices’ as they are commonly used; but they aren’t necessarily best for all accounts.
We recorded the session later with Simplilearn in a webinar. While the video is a few months old; the practices and issues that arise haven’t changed at all.
These practices range from why we should be CPA over ROAS for certain types of ecommerce accounts to lowering Quality Score on purpose to increase conversion rates.
You can enjoy the entire video here:
I hope you enjoy it 🙂