Re-Examining The Top 10 Paid Search Best Practices, Part 2

In Part 1 of this series, I cited a really great article here on Search Engine Land on why search marketers should reconsider using broad match that challenges a common best practice in paid search. That article got me thinking about other best practices and if we should reconsider some of other tried and true tactics which most of consider as important to our approaches.
Once again, the idea here is not to try to prove these best practices ineffective. This is an exercise to see what we can learn by taking the counter view and see if anything surfaces that can help us get better as search engine marketers.
6. Big Keyword Lists
At the beginning of search engine marketing, the idea that bigger is better was the dominant strategy. After all, if you could identify keywords that your competitors hadn’t thought of, then you could earn top positions for a fraction of the cost of the most common, highly competitive

Search Engine Land Source

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