How to Optimize Your Paid Search Keyword List in 3 Steps

While PPC automation is all the rage, one of the best ways to improve account performance is to optimize your keyword lists – manually.

Not in the habit of optimizing? It might sound like a vague buzzword, so let’s get clear on what we mean. My favorite working definition of optimization is:

“Doing more of what works, and less of what doesn’t.”

While it might be tempting to scale up or down with a script, it’s not the best approach – at least not at first.

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