{"id":2319,"date":"2024-11-16T00:42:09","date_gmt":"2024-11-16T00:42:09","guid":{"rendered":"https:\/\/duckyunlimited.com\/blog\/?p=2319"},"modified":"2024-11-16T00:45:10","modified_gmt":"2024-11-16T00:45:10","slug":"using-negative-keywords-to-improve-your-ppc-campaign-performance","status":"publish","type":"post","link":"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance","title":{"rendered":"Using Negative Keywords to Improve Your PPC Campaign Performance"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If you&#8217;re running PPC campaigns and not using negative keywords, you&#8217;re leaving money on the table. Negative keywords are an essential component of a well-rounded PPC strategy, helping you avoid irrelevant clicks and increase your return on investment (ROI). Let&#8217;s dive into how you can use negative keywords to enhance your PPC campaign performance.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#What_Are_Negative_Keywords\" >What Are Negative Keywords?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Importance_of_Negative_Keywords_in_PPC_Campaigns\" >Importance of Negative Keywords in PPC Campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#How_Negative_Keywords_Differ_from_Regular_Keywords\" >How Negative Keywords Differ from Regular Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Benefits_of_Using_Negative_Keywords\" >Benefits of Using Negative Keywords<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Cost_Efficiency\" >Cost Efficiency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Improved_Click-Through_Rate_CTR\" >Improved Click-Through Rate (CTR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Enhanced_Conversion_Rates\" >Enhanced Conversion Rates<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#How_to_Identify_the_Right_Negative_Keywords\" >How to Identify the Right Negative Keywords<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Analyzing_Search_Terms_Reports\" >Analyzing Search Terms Reports<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Leveraging_Google_Analytics\" >Leveraging Google Analytics<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Setting_Up_Negative_Keywords_in_Google_Ads\" >Setting Up Negative Keywords in Google Ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Best_Practices\" >Best Practices<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Common_Mistakes_to_Avoid_When_Using_Negative_Keywords\" >Common Mistakes to Avoid When Using Negative Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Case_Study_How_Negative_Keywords_Boosted_Campaign_ROI\" >Case Study: How Negative Keywords Boosted Campaign ROI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#How_Negative_Keywords_Impact_Your_Quality_Score\" >How Negative Keywords Impact Your Quality Score<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Advanced_Strategies_for_Managing_Negative_Keywords\" >Advanced Strategies for Managing Negative Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Using_Negative_Keywords_in_Other_Platforms_Bing_Pinterest\" >Using Negative Keywords in Other Platforms (Bing, Pinterest)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#AB_Testing_with_Negative_Keywords\" >A\/B Testing with Negative Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Negative_Keywords_and_Long-Tail_Keyword_Strategy\" >Negative Keywords and Long-Tail Keyword Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/duckyunlimited.com\/blog\/using-negative-keywords-to-improve-your-ppc-campaign-performance\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Are_Negative_Keywords\"><\/span><strong>What Are Negative Keywords?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Negative keywords are terms that you exclude from your PPC campaigns to prevent your ads from showing up for irrelevant searches. For example, if you sell luxury handbags, you might want to exclude terms like &#8220;cheap handbags&#8221; or &#8220;free handbags&#8221; to avoid attracting bargain hunters.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Importance_of_Negative_Keywords_in_PPC_Campaigns\"><\/span><strong>Importance of Negative Keywords in PPC Campaigns<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Implementing negative keywords is like fine-tuning your ad targeting. They help ensure that your ads reach the right audience, resulting in more qualified leads and better conversion rates. This tactic also plays a critical role in <strong><a href=\"https:\/\/duckyunlimited.com\/blog\/common-ppc-mistakes-and-how-to-avoid-them\">avoiding common PPC mistakes<\/a><\/strong> that could drain your budget.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Negative_Keywords_Differ_from_Regular_Keywords\"><\/span><strong>How Negative Keywords Differ from Regular Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While regular keywords help your ads appear for specific search queries, negative keywords do the opposite\u2014they prevent your ads from being triggered by certain phrases. This distinction allows you to filter out irrelevant traffic and focus your budget on more promising prospects.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benefits_of_Using_Negative_Keywords\"><\/span><strong>Benefits of Using Negative Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cost_Efficiency\"><\/span><strong>Cost Efficiency<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By filtering out non-relevant clicks, negative keywords save you money. They ensure that your budget is allocated to users who are genuinely interested in your product or service.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Improved_Click-Through_Rate_CTR\"><\/span><strong>Improved Click-Through Rate (CTR)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A high click-through rate indicates that your ad is relevant to the searcher&#8217;s intent. Negative keywords help eliminate irrelevant impressions, boosting your CTR and enhancing your campaign performance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Enhanced_Conversion_Rates\"><\/span><strong>Enhanced Conversion Rates<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When your ads reach a more targeted audience, your conversion rates naturally improve. Negative keywords help align your ads with the search intent of users who are more likely to convert.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Identify_the_Right_Negative_Keywords\"><\/span><strong>How to Identify the Right Negative Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Analyzing_Search_Terms_Reports\"><\/span><strong>Analyzing Search Terms Reports<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most effective ways to find negative keywords is by analyzing your search terms report. This report shows you which queries triggered your ads, allowing you to identify irrelevant or low-performing keywords.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Leveraging_Google_Analytics\"><\/span><strong>Leveraging Google Analytics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google Analytics can provide valuable insights into user behavior. By analyzing bounce rates and time-on-site metrics, you can identify terms that attract uninterested users and add them as negative keywords.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Setting_Up_Negative_Keywords_in_Google_Ads\"><\/span><strong>Setting Up Negative Keywords in Google Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s a step-by-step guide to adding negative keywords to your Google Ads campaigns:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Log in to your Google Ads account.<\/li>\n\n\n\n<li>Select the campaign or ad group where you want to add negative keywords.<\/li>\n\n\n\n<li>Click on &#8220;Keywords&#8221; in the left menu.<\/li>\n\n\n\n<li>Choose &#8220;Negative Keywords&#8221; and click on the &#8220;+&#8221; button.<\/li>\n\n\n\n<li>Add your negative keywords list and save.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Best_Practices\"><\/span><strong>Best Practices<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Regularly review and update your negative keyword list.<\/li>\n\n\n\n<li>Use both broad-match and phrase-match negative keywords to cover various search scenarios.<\/li>\n\n\n\n<li>Group your negative keywords by theme for better organization.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_Mistakes_to_Avoid_When_Using_Negative_Keywords\"><\/span><strong>Common Mistakes to Avoid When Using Negative Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Being Too Broad:<\/strong> Using overly broad negative keywords can unintentionally exclude relevant traffic.<\/li>\n\n\n\n<li><strong>Neglecting Regular Updates:<\/strong> The effectiveness of your negative keywords can change over time, so regular updates are essential.<\/li>\n\n\n\n<li><strong>Not Using Negative Keywords for All Campaigns:<\/strong> Applying negative keywords only to specific campaigns can limit their effectiveness.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study_How_Negative_Keywords_Boosted_Campaign_ROI\"><\/span><strong>Case Study: How Negative Keywords Boosted Campaign ROI<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A digital marketing agency implemented a thorough negative keyword strategy for one of their clients, resulting in a 30% reduction in wasted ad spend and a 20% increase in conversions within three months.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Negative_Keywords_Impact_Your_Quality_Score\"><\/span><strong>How Negative Keywords Impact Your Quality Score<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Negative keywords can indirectly improve your Quality Score by increasing your CTR and reducing irrelevant impressions. This, in turn, can lead to lower cost-per-click (CPC) and better ad placements.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advanced_Strategies_for_Managing_Negative_Keywords\"><\/span><strong>Advanced Strategies for Managing Negative Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use negative keyword lists to manage large campaigns more efficiently.<\/li>\n\n\n\n<li>Monitor competitor strategies to identify potential negative keywords.<\/li>\n\n\n\n<li>Utilize scripts to automate the management of your negative keywords.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Using_Negative_Keywords_in_Other_Platforms_Bing_Pinterest\"><\/span><strong>Using Negative Keywords in Other Platforms (Bing, Pinterest)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Negative keywords aren&#8217;t just for Google Ads. Platforms like Bing and Pinterest also support negative keywords. Learn how to leverage <strong><a href=\"https:\/\/duckyunlimited.com\/blog\/ppc-ads-on-pinterest-how-to-leverage-paid-search\">PPC ads on Pinterest<\/a><\/strong> to expand your reach while maintaining relevance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AB_Testing_with_Negative_Keywords\"><\/span><strong>A\/B Testing with Negative Keywords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Implementing <strong><a href=\"https:\/\/duckyunlimited.com\/blog\/a-b-testing-in-ppc-how-to-improve-your-ad-performance\">A\/B testing in PPC<\/a><\/strong> can help you optimize your negative keyword strategy. Test different sets of negative keywords to see which ones yield the best performance, and adjust accordingly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Negative_Keywords_and_Long-Tail_Keyword_Strategy\"><\/span><strong>Negative Keywords and Long-Tail Keyword Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Integrating negative keywords with a long-tail keyword strategy can further refine your targeting. Long-tail keywords tend to have lower competition and higher intent, making them an ideal match for a highly optimized PPC campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Negative keywords are a powerful yet underutilized tool in PPC advertising. By strategically excluding irrelevant search terms, you can improve your campaign performance, save on ad spend, and increase your ROI. Regularly reviewing and updating your negative keyword list ensures that your ads remain targeted and effective.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re running PPC campaigns and not using negative keywords, you&#8217;re leaving money on the table. Negative keywords are an essential component of a well-rounded PPC strategy, helping you avoid irrelevant clicks and increase your return on investment (ROI). Let&#8217;s dive into how you can use negative keywords to enhance your PPC campaign performance. What [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2321,"comment_status":"closed","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"two_page_speed":[],"footnotes":""},"categories":[50],"tags":[],"class_list":["post-2319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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