When we’re running client PPC campaigns, it’s not unusual for clients to call us in a panic. They’ve spotted an online ad, and they think that we’ve made a mistake and used the wrong PPC keyword.
But it’s not a mistake. In fact, sometimes we purposefully bid on the “wrong” PPC keywords.
And when we explain our strategy to clients, they come to like these “mistakes” as much as we do.
Below, I’ll describe how it works.