7 thoughts on “The PPC Audit: Rewards for a Critical Eye

  1. Keri Morgret

    For the clients that do have a wealth of negative keywords, possibly gathered from a master list, make sure they don’t have a negative of a keyword they are actually bidding on. One example would be a negative for model taken from a pre-made list, and meant to exclude anyone searching for a celebrity model. Later on someone is bidding on “financial model” and doesn’t realize that model is included as a negative.

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