Missing search terms are search queries which do not exist in your account as exact match keywords
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Tag: adwords
Why split AdWords campaigns by match type?
Campaigns are the fundamental building blocks of an AdWords account and should be twinned with match types to direct search query traffic to your ads
Managing AdWords budgets
AdWords budgets are there as a safety measure to prevent you from overspending on your marketing budget. They aren’t however an effective way of managing AdWords spend
Using a naming convention in AdWords
A naming convention at campaign level can help represent the structure of your account and avoid mistakes