• Ken Moss

    Great article Rebekah. One of the other things I’d also mention
    is the use of negative keywords. This sometimes gets forgotten about within display,
    but is still very important for optimization. As an example, if you’ve got contextually
    targeted display campaigns for a car dealership site, you might want to include
    the negative keyword ‘recall’. Depending on your product/service, you may also
    want to use negatives such as ‘funny’, ‘meme’ or ’games’. It’s common to get placed on sites with these
    themes when they aren’t the types of sites you’re looking to be shown on.