Question

If I offer a free first session, but after that it’s not free, should I add “free” as a negative keyword or should I let it be?  

Answer 1

What service are you providing?  

Comments

@goulden client provides therapy sessions

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You should bid on it as a separate exact match keyword. Then if it sucks you can lower your bids on it

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@goulden could you elaborate please?  

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If you have an exact match keyword, something like: [free physical therapy] The searches for that term will all go there. If you have more money to spend, you can put all of the modifiers in its own ad group. The exclude "free" from the 'parent' ad group. For example Parent group: [physical therapy] "physical therapy" +physical +therapy Negative keyword: "free" Child ad group: [free physical therapy] "free physical therapy" +free +physical +therapy Anything that has the word free will now go to a separate ad group and you can track its CPA more easy

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@goulden Ahhhh ok, I see. Sounds good, thank you!  

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But I'd make clear that only the first lesson is free. Else you'll get (and pay for) a lot of useless click. Just my opinion.