Google Ads Keyword Issues and What to do About Them

Keywords are at the very heart of any search campaign, so much so that it wasn’t all that long ago when Google’s advertising platform was universally referred to as AdWords.
Words have meaning and Google cracked the code early on, when it came to matching people who used keywords to search for things with businesses and organizations eager to place their ads when those terms were searched.

The purpose of this post is to drill down further than just a casual discussion about keywords—and which ones may be good or which ones aren’t good.