One weekly practice of our PPC management packages is to check search query reports. Even on very old, optimized campaigns, this is still important. Today I was reviewing a search query report for a national door provider — These are high-end front doors for the most part.
Any pay per click consultant expects early on to find appropriate negative keywords to add to your campaign. (i.e we don't need pantry, garage, car or closet doors). These things are reasonable and something I expect to see. However, today, I found the weirdest stuff!! "paintball alabama" "cupboard installation" etc. Wow!! Where and how are these relevant or variations of current keywords??
Ladies and gentlemen, please check your search query reports often so you can catch weird stuff that tries to sneak on through and nip it before it becomes an issue.