Meet Ken Jurina, the CEO of Epiar. I met him in Vegas, at Pubcon 2009, and interviewed him for the NVI blog. I also got to hang out with him a bit the night before this was shot. Ken is truly a fun loving guy, and I think we all had a good time.
While most of the people that I talked to at Pubcon told me what to do, Ken decided to discuss what not to do — specifically in the world of PPC. He went into the importance of negative keywords when you’re managing a PPC campaign. In addition to sharing how a good negative keyword list will bolster your ROI just as much as a targeted keyword list, he also touched upon a few tricks he uses for coming up with that negative keyword list. Finally, he went into the emergence of Bing and how the new search engine might affect how PPC advertisers deal with negative keywords.
