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Together with supporting you find search phrases you should be bidding on, thorough key word research also can enable you to establish destructive key terms
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What you can do to reduce That is apply RLSAs, so that you focus on only your individual former site people in search when they look for info on these other terms.
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Google calculates these metrics during the advert auction to ascertain placement of ads. The result of this calculation is referred to as advertisement rank.