This is the second article in a short series that were running on mistakes to avoid in PPC advertising campaigns. In this article were a focus on the concept of avoiding shopping keywords as opposed to search keywords in setting up a PPC advertising campaign.
Many Web surfers may look for information and search keywords would be very appropriate to target for advertising campaigns that provide information. However many other Web surfers will be shopping in their keywords may not necessarily be looking for information. They will be looking for product. So if you are providing information and not product beware of search results that are for product. If you're providing products you may not want to target information related search keywords.
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