Most PPC teams still build campaigns the same way: pull a keyword list, set match types, and organize ad groups around search terms. It’s muscle memory. But Google’s auction no longer works that way.

The importance of keywords How to find an exact match How to exclude results from a search How to search just one website How can I trust what I find? Sometimes you might want to search for exact ...

Christopher Null, a longtime technology journalist, is a contributor to WIRED and the editor of Drinkhacker. Chris is among our lead laptop reviewers and leads WIRED's coverage of hearing aids. He was ...