Before you exclude “free”, read the rest of the search
One word can make a search-review list look easier than it is. “Free” seems to announce a visitor who will never pay. The proposed exclusion is quick, tidy and pleasantly decisive.
Independent thought. In print.
Search, Simply
Occasional notes on the small details behind useful search advertising.
Words by Shuai Yang
The archive
4 storiesThe latest edition
Before excluding ‘cheap’, read the rest of the sentence
A word that sounds commercially unattractive can appear in several different customer questions. Review the whole request before deciding it is irrelevant.
An advertisement can be concise without being vague
Short copy earns its space by telling the right reader what is offered, where it applies and what useful step comes next.
How to leave a small search account alone
A small account benefits from planned observation and clear intervention triggers. Daily access does not have to produce a daily change.