Best practices are called such because in most cases they work. In the PPC world, they are a set of processes or layouts for which conventional wisdom has concluded they are the best method for creating or managing accounts and landing pages.
Conventional wisdom is an idea that is widely accepted because it is usually true.
Just because it is usually true does not mean its correct for you. You should question conventional wisdom to see if it holds true for your situation.
In today’s article, I will examine some cases where conventional wisdom was inaccurate so you can start to judge your own accounts outside of the standards of conventional wisdom.
