While rules of engagement vary from market to market, one universal truth remains the same: wasted spend is the enemy. Now, more than ever. From account pitfalls, to geo specific restrictions, to an ever changing economic environment, it can be hard to stay on top of which strategies are still viable and which need to be retired. At the same time, there are some hidden gem tactics that not all markets adopt because they’re not immediately available and fly under the radar. Based on large sample size data, Navah will discuss strategies that are no longer viable, strategies that will find success in all markets and pitfalls to avoid in new and old Google/Microsoft accounts.