Paid search has evolved quite a bit in the past few decades. Match types don’t match. The importance and value of keywords are diminishing. Performance Max has become our first glimpse into an „Engines run everything“  Now that we’re firmly in the automation era, it’s clear that the best practices of yesteryear just don’t apply anymore. So what should a modern search campaign look like? In this session, we’ll look to the past to inform the future, all while aiming to reduce your own time investment. We’ll talk about the old best practices to avoid (looking at you, SKAG’s), as well as the latest features, tools, tactics and technology to help you effectively beat your competition in search.