PPC Automation: Keywords Gone Wild

Two months ago, we heard about a company that was bidding on over one million Keywords.  The company’s marketing people thought that this was really cool.  Really? If one has a big enough PPC Budget, what could possibly be wrong with bidding on so many Keywords?  An emphasis on Broad, “Fat Head” matches, no Negative Keywords deployment, and indiscriminate use of automation/Dynamic Keyword Insertion leads to the display of ineffective/unfortunate advertising. A year ago, while