You will learn:

• How Yahoo increased the power of negative keywords
• How search engines use freedom to their advantage (and your disadvantage)
• Why geographic targeting is an imperfect process
• How to use broad match to discover new keywords
• Why you should use the transfer to a new search engine as an opportunity to clean up campaigns
• Why demographic matching is not the "holy grail" of PPC marketing
• Why data on the previous purchase would totally change the paid search industry