If done properly, PPC can really help your business marketing efforts, as it can help gain higher visibility on search engines like Google and Bing. With PPC, the people coming to your site have a 50% higher chance of making a purchase, converting or becoming a client. Overall, PPC is an incredibly effective tactic when it comes to online marketing.

But should you always rely on ad platforms to determine how to build high-converting PPC campaigns? It’s easy to say yes since PPC is so useful, but honestly, the answer is this – not always.

Tim Jensen wrote an article for Search Engine Journal where he shows us eight best practices that you shouldn’t apply to your campaigns, just because.

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