I do a lot of PPC/PPV marketing. In fact I'm always conscious of titles. I knew any marketer that does PPC would click on this title, because it would pique their curiosity. Their mind would race and ask subconsciously, "Do I know these 4 words?" For people doing PPC this is probably common knowledge, but for others this may be new information. There are other words I assume, but for me, these 4 words are a must have in any ppc campaign. What we are dealing with is negative keywords. Most people fail in PPC because they fail to include NEGATIVE KEYWORDS in their campaign, and their budget gets sucked up by the wrong people clicking their ads. Adding These 4 words to your campaigns will increase your profits, because it will eliminate the wrong clicks that Google loves to send you. Which will in turn allow those clicks to be potential buyers of your product. 1. Return 2. Refund 3. Cancel 4. Phone Number I don't know about you, but I promote a lot of rebill products. So their are many people looking for the phone number to call the company. Why do they want the number? To either cancel/return or get a refund. These people are desperate to click on any ad, or anything looking for information, to accomplish this. I don't want these people, and neither should you. No matter what product you're selling, I don't think it's smart to let any of the above click on your ads, this is why I say they are MUST HAVES. Do you have any you feel are must haves for any niche?