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209 negative keywords added by the business owner and the search terms were still full of rubbish.

Claire audits a compensation law firm where the display network was on, the target CPA was set to $2, and every auto-optimisation was pulling in the same direction — get the cheapest possible conversions regardless of quality.

She explains why negative keywords cannot fix a structural problem, and what actually needs to change when Google is going sideways around your negatives through display and auto-applied changes.

https://www.clairejarrett.com/

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