Imagine you’re managing a campaign for a product that sends videos over optical fiber. Would you think to set “Justin Bieber” as a negative keyword? I know I wouldn’t! But as it turns out, this is one of the best moves that has been made by Rolands, who manages this campaign. Rolands oversees paid search for AD Net, a Taiwanese manufacturer of Formosa cables. A few weeks ago, as he was mining his search query data, he noticed that his ads were showing to searchers looking for videos of Justin Bieber—not exactly his target audience! He quickly realized that Google…
