Simple PPC Tweaks to Improve Performance #8: Using the Search Query Report
I often tell the story of taking on a new client who had been running PPC for quite some time. One of the first things I did was review their search query report for the past year and because neither they nor whoever had been managing the account had been reviewing this report the client had lost thousands of dollars in irrelevant clicks. By adding these low and no relevance keywords as negatives we were able to turn the account