If you are using Pay per Click (PPC) advertising, you should be using negative keywords in your campaigns and/or Ad Groups. Negative keywords are words and phrases that, when used in a search, you don't want your ads to show up for.
When you add negative keywords to your PPC campaigns your ads will not be served if those words are part of the user’s search query.
These words will not only benefit you by saving money on wasted clicks, they will also improve the click through rate (CTR) of your keywords/ads, and a higher CTR can decrease the cost of your ads.
You may not want to include all of these words as negatives, depending upon your goals, but most of them will apply to your real estate business.
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