Typos, spelling variations and transliteration. For example: hyundai, "Hyundai", "Hyundai".
Slang and jargon. Professional (for example, "polutorka" instead of "polutornyy krik") and consumer (for example, "prul" instead of "right-hand drive car" or "washing machine" instead of "washing machine").
Negative keywords. These are words that, when combined with them, will prevent our ads from being shown.
Here is an example of such a selection in a mind map for a Mitshubishi car dealer.
309-2.jpg
And further, the book contains many tips on selecting queries, writing ads, preparing landing pages and increasing the effectiveness of advertising in general. Of course, I would like to transfer all this information, but it is unlikely that Vasily and the publishing house "Mann, Ivanov and Ferber" will approve of this.
As I already wrote, the book is very useful not only for Internet marketing specialists, but also for customers of contextual advertising services. An entire section is devoted to how to interact with performers in order to benefit from advertising, and not just feed the owners of unscrupulous companies.
Vasily described in great detail the operating principle of most conveyor agencies, which do not solve the company’s business goals, but merely “drain the budget for contextual advertising.”
the book is the algorithm for the belgium consumer email list work of such companies:
the customer fills out a certain brief;
an agency specialist hastily selects keywords (not very carefully, there is no time for this, there is a flow!);
based on the selected keywords, a media plan is quickly drawn up (at least 30% is added to it on top just in case; the percentage depends on the integrity of the agency);
the agency's account manager (if there is one) sends the client a standard contract and issues an invoice based on the media plan;
if the amount suits the customer, the contract is signed;
an agency specialist quickly creates an advertising campaign (there is no time to be diligent, the flow does not wait!);
the customer's advertising budget is "merged" with varying degrees of intensity and effectiveness;
At the end of the agreed period, the customer receives a nice report and an increase (or not an increase) in sales.