What to stop, start and continue in 2025

Earlier this year, I asked my team to recommend what we should stop, start in 2025 to improve our cooperation, and what to do.

As a leader, it was a valuable practice that revealed me what we can do to improve various aspects of our working life.

This exercise also wondered me how to apply the same outline in Google advertisements – and use it to define what we should stop, stop and continue what to customize our customers' Google advertising programs this year. .

Rethinking Adaptation: Why Google Advertising Strategies should develop

The technique seen as “best practices” once no longer works.

As the Google advertisement has developed, there is a complexity of adaptation.

So I cannot name a single best strategy. The success of PPC will be different based on many factors.

He said, the most important “strategy”, if we can say it, is a mentality change.

It is not about following a particularly certain-unknown approach.

It is about thinking, testing and analyzing every method of trying by you.

Remember this as you read, stop, stop, and continue the recommendations below.

There are no strict or bad strategies.

And a “bad” strategy can create a good strategy in the future right now.

With that significant warning, I let my start, stop and stop and continue the recommendations for adaptation strategies of various Google advertisements in 2025.

Keyword strategies

to stop

Stop trying to squeeze more than your search operations by actively bidding every variation of the transformed keywords.

Bidding on keyword variations is a traditional adaptation strategy that I have always trained to my team.

We were proud of the ability to present and bid on the emerging trends related to our keywords.

But it is not what it used to do-and it can cause more damage than good, especially if no follow-up analysis is done.

We went away from this strategy some time ago. But every time at a time, we pull back inside.

This has recently happened to a customer account. We identified a handful of trending keyword phrases that stood outside and added them to the account.

Result?

$ 5 increase per lead (with low total leads) and decreased conversion rate from 1.28% to 1.10%.

We returned this change.

Start

Start narrowing and streamlining your keyword lists.

Try to use a broad match of your top converted keywords instead of adding endless variations.

continue

Continue the question and testing – there is no correct or wrong strategy.

Special keyword strategy is a learning state. There is no universal approach, and it varies in accounts.

Deep digging: PPC Keyword Research: What you should know

Performance maximum strategies

to stop

Stop performing on Max performing on the first signal of the spam lead.

B2Bs often see an initial spike in spam when launching PMAX, and we have left our share of campaigns over the years.

But not every PMX campaign will be a home run – some will do, and others will not do.

For example, we can see the performance of separate PMAX asset groups for this B2B client:

Because this client can pull its salesforce data into its Google Ads account, we can see the actual value of the business off.

The top two asset groups look great, but third – not so much.

You win something and some lose.

Start

Start communicating with your customers to work through these initial issues.

We were earlier struggling with the above campaign. It produced some spam lead.

But with a lot of clients and a lot of communication with their teams, we discovered it. We made some adjustments – and so the customer did it to work.

continue

Continue to customize demonstration maximum campaigns.

Even though the PMAX is more automatic than the search operations, there is still space for adaptation.

For example, you can:

• Review asset groups and stop those who are not performing.
• Review mobile traffic and performance. In the above campaign, we found that mobile traffic was not changing – and much more mobile traffic was coming from PMAX. Therefore, we assigned a low conversion value for mobile traffic.
• Review your search words. With search operations, you can also review your search terms for PMAX (although you will need a script). But unlike the discovery, where you can specifically target and exclude the keywords, try to think about the trends and categories that can increase the current targeting.
• Realize that the PMAX campaign is a complement of your top performing search operations.

Deep excavation: 5 ways to achieve the most from maximum performance in 2025

---

First audience strategies

to stop

Stop thinking about your keyword selection as your advertising program strategy (or even the most important part).

Focusing on millions of keywords variations. You can bid to describe your company's products and services that are no longer a viable approach.

Start

Instead, start building an audience-first strategy.

Think of your customers' needs – and then strategically align your keywords with those needs and stages of customer travel.

Then, align those advertising campaigns with their customers' large-digestion business goals.

continue

Continue to focus on the value added components in your Google Ads account that complement your keywords.

Use first-sided data, such as customers and website to list, include, exclude and create opportunities for look.

Last year, we placed a customer on a ship with valuable customer data, which was ignored by his previous agency.

Instead of taking advantage of this data, the agency continued to add new keywords, disorganized the account with thousands of low-value words.

We proposed a viewer-first strategy, requiring a change in his approach.

The customer was hesitant to allocate the budget as before.

Despite a small budget, we crossed expectations.

• The cost per lead was significantly reduced, from $ 100 to $ 19.
• High-value conversion increased, preferred quality on quantity.

We reorganized the account, removed thousands of ineffective keywords, and built a strong foundation.

Taking advantage of remarketing and customer lists, we efficiently targeted future, past and current customers.

Our approach was simple: we understood the business and goals of the customer, then used customer segments to attract new customers except existing people.

This ensures that we meet the needs of each audience at the right stage of their search journey.

Now, with a scalable structure in place, we have successfully expanded the product offerings and recently launched a new category – something that was not possible under the previous setup.

What will you stop in Google advertisements in 2025 and will continue?

These start stops, start and continue, continue recommendations for Google advertising adaptation, will not work for each account.

But the most important element Any The adaptation is review and follow -up.

With every change you have made to customize an account, you need to assess what the change has improved (or not improve) and then move forward in a way that your customer to your customer Keeps closer.