Implementing Paid Search tactics that deviate from Google’s best practices can sometimes yield surprisingly positive results. While adhering to Google’s recommendations is beneficial for long-term stability and especially compliance, there is room for creativity and experimentation within the framework. In this session, Anu has complied her favourite list of tactics that say only one thing: “Because Google says you should do something doesn’t mean you should blindly follow suit.“ We should be always looking to test and learn and see whether the “best practices” are yielding good results and not to be afraid to go into the opposite direction when it is not. From pinning best performing RSA assets to refusing Smart Bidding, this session will surprise you!